ICC Sydney Theatre moves to Entertainment Centre branding as search for new naming rights sponsor begins

ICC Sydney Theatre is to be temporarily rebranded as the Entertainment Centre as operators of the venue commence a search for a long term naming rights partner.

With a 9,000-patron capacity and 125 ticketed events scheduled for 2025, the Darling Harbour-based venue is among the most active live event spaces in the Southern Hemisphere.

The renaming revives the legacy of the original Sydney Entertainment Centre, which was closed in 2015, and brings what Legends ASM (APAC & MENA) Chairman and Chief Executive Harvey Lister called a “Back to the Future” moment for Sydney’s live entertainment scene.

Lister advised "a world-class city like Sydney deserves a great CBD entertainment venue.

“(This is) a rare and powerful naming rights opportunity for a brand ready to take centre stage and access an annual reach of 25 million potential customers.”

“The timing is perfect for a brand to be linked to the next evolution of the site, once a new partnership deal has been inked.”

Don Elford, Director - Global Partnerships at Legends ASM (APAC & MENA), said the renaming represents a “once-in-a-decade chance” for the right partner, noting "for the right partner, it’s a powerful commercial and cultural statement that will resonate 24/7 all year round.

“Brands have an unparalleled opportunity to align with one of Australia’s most high-performing entertainment venues situated within a vibrant precinct.”

The naming rights opportunity includes:

• Venue naming rights and branding across all touchpoints

• Year-round exposure via 19 large-format digital assets throughout Darling Harbour

• Integrated experiential marketing opportunities across 100+ annual events

• Customised brand integration across the entire visitor journey

• Media exposure reaching a combined audience of Sydneysiders, tourists, and interstate visitors

The venue welcomed nearly 500,000 patrons in the past year and is currently ranked among Pollstar’s Top Performing Theatres globally.

Interested parties are encouraged to contact ASM Global directly to explore the partnership opportunity.

Image: ICC Sydney's Chief Executive Adam Mather-Brown and Deputy Chief Executive Beverley Parker outside the Entertainment Centre.