Naming rights available for Sharks Stadium after ‘community attitudes to gambling advertising have changed’
The Cronulla Sharks are open to offers for the exclusive naming rights to its home ground, currently named PointsBet Stadium.
PointsBet entered into a six-year naming rights deal for the stadium back in 2019, but the ASX-listed betting company has chosen not to renew this deal, citing shifting attitudes around gambling.
“Our naming rights deal for PointsBet Stadium has been a fantastic partnership, and under different circumstances, is an agreement that we would have been very keen to renew,” said PointsBet Australia CEO, Andrew Catterall.
“However, community attitudes to gambling advertising have changed, and stadium naming rights and perimeter signage are no longer appropriate for the category. We will continue our long-term support for the Sharks through a different partnership arrangement.
“Any new agreement will align with the expectations of the wider community under what we anticipate to be a reformed national gambling advertising regime.”
The Sharks Group have engaged agency Sports and Entertainment 131 to find a new stadium naming rights partner.
Sharks CEO Dino Mezzatesta said: “We respect PointsBet’s decision given their changing operating environment and are delighted they will continue to invest in the Sharks. This has been a wonderful partnership, and we look forward to continuing to work with Andrew and his team,”
“Naming rights to Sharks Stadium (PointsBet Stadium) presents a unique commercial opportunity for the right brand. It offers category exclusivity and the chance to engage millions of fans through live sport, entertainment, and hospitality. It has proven to deliver high-value brand exposure to local and national audiences, including through multiple NRL broadcast partners and growing visitation in a thriving year-round precinct.
“This is a great time to be partnering with the Sharks. Our membership has reached a record high, our NRL team is currently sitting near the top of the ladder, and we’ve had five from five sold-out home games already this season. Furthermore, the NRL is achieving all-time records across its key performance metrics including attendance, viewership, and brand health.”
Keep up to date with the latest in media and marketing
Linkedin
Have your say