Naming rights deal sees Sydney Entertainment Centre renamed Qantas Credit Union Arena

The Sydney Entertainment Centre, which has hosted world-class events in the NSW capital for more than 30 years, will be known as the Qantas Credit Union Arena in its final years of operations.

Following in the footsteps of many major venues in Australia and around the world, the naming rights partnership for the arena follows venue managers AEG Ogden have assumed responsibility to operate the facility until the end of 2015.

Announcing details of the partnership, SEC General Manager Steve Hevern explained that the link with the Qantas Credit Union would help ensure that there would be a major entertainment venue in the Sydney CBD for the majority of the time while the new International Convention Centre Sydney was under construction.

Hevern stated "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."

Plans for the new International Convention Centre Sydney had originally indicated that the arena would be demolished at the end of 2013.

Hevern said both the venue and Qantas Credit Union were excited with the range of new marketing and promotional opportunities currently being developed, continuing "Qantas Credit Union represents excellence in the financial services industry. It is a brand that is very customer orientated and their strong customer service fits hand in glove with our philosophy in the entertainment business.

"In addition, they have a range of very attractive financial products we want to help promote to our large and diverse audiences.

"We as a venue team are very motivated to create a platform by which Qantas Credit Union can interact with our patrons across the wide range of events that we will host at Qantas Credit Union Arena."

Hevern (pictured below) said since May 1983, the Sydney Entertainment Centre had staged over 4,000 events for more than 26 million fans, stating "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 its only appropriate that another uniquely Australian brand has come on board."

Acts already booked to play the arena this year are Celtic Woman, Dolly Parton, Queens Of The Stone Age and Nine Inch Nails, Bruno Mars, Thirty Seconds to Mars, Dave Matthews Band, Arctic Monkeys, Jason Derulo and Sydney Kings matches.

The venue is also expected to stage farewell concerts by some of its biggest and favourite acts at the end of 2015.

Qantas Credit Union Chief Executive Scott King was equally enthusiastic about the partnership, concluding "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.

"Unlike the banks, we're a mutual so our shareholders are our 90,000 Members. The more we grow, the more we give back in the form of great rates and fairer fees."

Qantas Credit Union currently has $2.79 billion in assets, holds an Investment Grade Credit Rating, and promotes a full range of retail banking products including loans, deposits, credit cards, financial planning and Super.

For more information go to www.sydentcent.com.au/

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