HBF drops naming rights branding at Perth’s HBF Stadium and HBF Arena

VenuesWest is to explore opportunities for the future naming for its HBF Stadium and HBF Arena venues following HBF's announcement that it is ending its longstanding sponsorship of the Perth venues.

Each of the venues will soon operate with new identities following the conclusion of their respective naming rights agreements with the health insurer.

HBF will remain as naming rights holder for Perth's rectangular stadium, following the agreement with VenuesWest of a three-year extension to their current naming rights that will extend its sponsorship at Perth’s HBF Park through to 2027.

However, HBF’s brand will HBF Stadium and HBF Arena will embrace new identities following the conclusion of their respective naming rights agreements with HBF. VenuesWest is currently exploring opportunities for the future naming of these high profile, high visitation Perth venues.

The 20,500-capacity HBF Park underwent significant improvements ahead of the 2023 FIFA Women’s World Cup in which it held five matches. Other events recently have included sold out Matildas 2024 Paris Olympic Games Qualifiers, Harry Styles and the Foo Fighters concerts, while continuing to serve as the home ground of the Perth Glory and Western Force.

While renewing the naming rights at HBF Park, the health insurer’s naming rights agreement at HBF Stadium (the indoor arena at Mount Claremont) and HBF Arena (Joondalup), which commenced in 2014, will come to their natural end.

A transition period will be in place at both venues which will see the brand of ‘HBF’ remain in place, allowing time for VenuesWest to explore the market and plan for a rebrand, to be announced in due course.

Commenting on the changes, VenuesWest Chief Executive, David Etherton “we are very much looking forward to continuing to work with our valued partner for another three years at HBF Park.

“Naming rights such as these rarely last for as long as ten years and the fact that this one has, speaks volumes about the quality of these venues and the commitment that HBF and VenuesWest have to their members.”

HBF acting Group Executive - Member Service, Jarod Avila added “we are delighted to be extending our partnership with VenuesWest by extending naming rights at Australia’s Best Rectangular Stadium for another three years.  We look forward to enriching this partnership and the experience for our members and community at HBF Park.

“We also thank VenuesWest for our long-term partnership at HBF Stadium and HBF Arena, where we have been privileged to support hundreds of sporting, concert, and community events over 10 years.”

Enhancing Security
VenuesWest has also recently committed to spending $4.2 million to construction company MG Group to complete the work aimed at preventing “hostile vehicle attacks” at HBF Park to keep crowds safe from terrorism.

The money forms part of more than $12 million worth of upgrades to Perth’s major venues including Optus Stadium and RAC Arena.

Images: HBF Park from the air (top) and the HBF Arena (below).