Nine Entertainment announces new naming rights for Acer Arena

Nine Entertainment Co. Chief Executive David Gyngell has announced a five-year naming rights agreement that will see Sydney's Acer Arena, renamed Allphones Arena from September 2011.

The cross-platform agreement with Allphones, Australia's largest independent telecommunications retailer, includes a substantial advertising investment across the portfolio of Nine Entertainment Co. media assets including Nine Live, the live entertainment division of Nine Entertainment Co.

Gyngell explained "understandably, the naming rights for the world's number two entertainment venue has attracted interest from many high-profile parties. We decided to partner with Allphones as they were best able to demonstrate how their brand and the Arena could interconnect to enhance the overall experience for the clients of Allphones and the one million-plus patrons who visit the Arena every year."

Nine Entertainment Group Sales and Marketing Director Peter Wiltshire added "in looking for a new naming rights sponsor for Acer Arena, Nine Entertainment Co. leveraged the expertise of our extensive sales team to find the right partner. The end result is a deal that harnesses the power of Nine Entertainment Co. for Allphones and provides us with a strong commitment across the full scope of our business."

The deal includes an agreement to continue to broadcast the successful Allphones Eclipse Music TV on the Nine Network. Produced by Smart Market Productions, the music entertainment program will be recorded at Allphones Arena from September 2011.

Acer Arena General Manager Paul Sergeant explains that "the partnership with Allphones is a perfect fit as most people these days are receiving our event information via their phone. With mobile access quickly overtaking PC access the partnership will see the Arena adopt many new initiatives that will be delivered through Allphones stores."

For Allphones the announcement follows a successful brand relaunch earlier in 2011, with the new brand identity continuing to be rolled out across the group's 160 stores around Australia.

Allphones Chief Executive Shaun Colligan states "Allphones has seen substantial growth over the past few years and we are extremely excited about what lies ahead. The naming rights of the Arena, which hosts many events that are given national and international coverage, is a great way to showcase the look of our new brand. We very much look forward to continuing our relationship with Nine Entertainment Co. over the next five years."

Negotiated by the various divisions of Nine Entertainment Co., Allphones and Smart Market Communications, the naming rights deal will run from September 2011 to August 2016.

Acer Arena is operated on behalf of Nine Entertainment Co. by AEG Ogden, a joint venture between Australian interests and AEG Facilities of the United States, which manages a number of venues in the Asia-Pacific Region.

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