Electronics giant's branding continues at Hisense Arena six months after naming rights deal ends

Giant Chinese electronics company Hisense is continuing to receive advertising and international brand exposure at one of Melbourne’s major venues, despite its naming rights contract expiring six months ago.

As reported by the ABC, after nearly 10 years, the naming rights for the 10,500 capacity venue at Melbourne Park, currently hosting Australian Open tennis's major stadiums, expired in July last year.

However, the arena still carries the name and is referred to as Hisense Arena in Australian Open match guides and throughout the media.

Amid ongoing controversy about the naming of the Margaret Court Arena after the former tennis star’s controversial comments, last week the ABC revealed that 20% of the venue's exterior was covered in dangerous combustible cladding, which will be removed in the next 12 months.

Commenting on the naming rights, a Melbourne and Olympic Parks spokesperson advised "Hisense Australia confirms it did not renew its naming rights agreement of the multi-purpose arena in Melbourne and Olympic Parks, formerly known as Hisense Arena, which terminated July 1, 2017.

"Hisense decided not to renew its naming agreement for business and strategic reasons, including a continued focus on new sponsorship opportunities in 2018, such as a global sponsorship of the FIFA World Cup."

Hisense Arena's naming rights were last agreed in a three-year deal in 2014.

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8th January 2018 - REVAMPED MELBOURNE PARK READY FOR 2018 AUSTRALIAN OPEN 

7th December 2017 - HISENSE ARENA TO HOST AUSTRALIAN OPEN AND NATIONAL BASKETBALL LEAGUE COMPETITION ON THE SAME DAY 

10th November 2017 - AUSTRALIAN OPEN NAMED BEST INTERNATIONAL SPORTING EVENT AT 2017 SPIA ASIA AWARDS

31st May 2017 - CALLS FOR RENAMING OF MARGARET COURT ARENA AFTER GRAND SLAM WINNER’S COMMENTS ON GAYS

23rd April 2017 - STAGE THREE MELBOURNE PARK REDEVELOPMENT TO INCLUDE NEW 5000-SEAT TENNIS ARENA 

30th January 2017 - 2017 AUSTRALIAN OPEN BREAKS ATTENDANCE RECORDS 

3rd December 2015 - HISENSE ARENA TO STAGE SHOWPIECE NETBALL TOURNAMENT UNDER THREE-YEAR CONTRACT 

25th August 2014 - HISENSE SERVES UP NEW THREE-YEAR ARENA DEAL