Sydney Entertainment Centre rebadges as ‘Qantas Credit Union Arena’
The Sydney Entertainment Centre has undergone a name change, with the venue to be known as the ‘Qantas Credit Union Arena’.
The naming rights partnership follows venue management company AEG Ogden assuming responsibility to operate the arena until the end of 2015.
SEC general manager Steven Hevern said in a statement: “Our business case for the Sydney Entertainment Centre remaining open for a further two years included the securing of sponsorship revenue. Qantas Credit Union has stepped up to the plate in being a major contributor to the financial viability of the Centre during the next two years.”
Hevern said they are working on a range of new marketing and promotional opportunities for the tie-up.
Qantas Credit Union CEO Scott King said in a statement: “We’ve been the best kept secret in banking for a long time and this is a great opportunity for us to communicate our strength and the importance of giving back to the community.
“Partnering with such an important Sydney icon will give us the opportunity to spread the word about where Australians can get a better deal for their banking, as well as giving back to our Members with a number of promotional opportunities we are currently working on with AEG Ogden.”
Hevern said: “It currently ranks number four in the world in ticket sales for venues with between 10,000-15,000 seats.
“Over the years, it has become the spiritual home of music and entertainment in Sydney and it’s only appropriate that another uniquely Australian brand has come on board.”
Probably the worst logo design in recent memory.
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The Qantas name has lost it’s lustre & how unfortunate that the Credit Union has a CEO who thinks putting lot’s of money into sponsorship is the right direction for a credit union. Given the ethos of a credit union is to use any profit to benefit members, I bet the only people benefitting are the credit union VIPs & their guests enjoying gold class seats. Do people really believe the PR smokescreens anymore? Mutual backscratching for the nude emperors.
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That.Is.Terrible.
Sounds like a hostel.
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What a crap name – I’m still going to call it the Sydney Entertainment Centre!
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I reckon the Qantas arena will have the same level of success as the Qantas Wallabies.
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How fitting that the Qantas name is being attached to a once great institution that has been left in the past by its competitors & is now in urgent need of a major redesign & renovation.
It would probably be a better plan to demolish the whole thing now & rebuild something more relevant to the needs of today.
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I had to check my calendar – April is still ten weeks away? Bizarre decision by all concerned
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@Jane on the mark.
Nice way for the VIPs to score free (off the record) tix, without having to show it as entertainment expenses – which they cant do much of- at a credit union.
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I wonder when sports arenas, stadiums et al start with one ownable name & add sponsor names as the required. It’s just poor branding, confusing to customers and public & this is the worst example, yet. Qantas Credit Union (which are normally not-for-profit) members have a right to know why their CEO deems it good marketing to have attached themselves via such cumbersome naming to such an inappropriate sponsorship.
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@Enjay
The new masterplan for darling harbour it is being demolished and moving to the other side …
http://www.darlingharbourlive......eatre.aspx
hehe.. if i was a cynic i’d think it’s someone’s clever strategy making predictions about Qantas’s current junk status and impending doom..
..not a great move by Qantas; here today gone tomorrow..
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