Cronulla Sharks look for new stadium naming rights partner

The NRL’s Cronulla Sharks are seeking a new naming rights partner for their home venue, currently known as the PointsBet Stadium.

In 2019, Australian Stock Exchange listed PointsBet secured a six-year exclusive naming rights deal for Shark Park (also known as Endeavour Field) which is set to conclude in December this year.

However, with potential restrictions on gambling advertising in sport looming, the betting agency has opted not to renew the deal.

Also citing shifting attitudes around gambling, PointsBet Australia Chief Executive, Andrew Catterall advised today “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.

“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.

Commenting on the looming change, Sharks Chief Executive, Dino Mezzatesta noted “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.”

Pending Changes in Sport Gambling
Potential restrictions on gambling advertising in sport, has seen a Federal Parliamentary Committee call for a phased ban on gambling advertising during sporting events within the next three years, with a ban on gambling logos set to follow.

Any restrictions that come into play surrounding gambling advertising will impact 14 of the 17 NRL clubs that are sponsored by betting companies.

In addition, the NSW Government’s Reclaim the Game initiative was developed in 2020 to challenge notions that betting is a normal part of sport and the way that sport is used to promote betting.

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Images courtesy of the Cronulla Sharks.