NSW Government looks to secure naming rights for new Western Sydney Stadium

With the new Western Sydney Stadium on track to open in April 2019, the NSW Government has announced that it is seeking a naming rights partner for the venue.

Announcing the initiative, Minister for Sport, Stuart Ayres stated “with major construction more than halfway complete, securing a naming rights sponsor is a major milestone for the commercial operations of Western Sydney Stadium.”

VenuesLive, Operator of Western Sydney Stadium, has commenced a process on behalf of the NSW Government and Owner, Venues NSW, to enter in to a Stadium Naming Rights Partnership with a corporate sponsor.

Shane Stoddard, General Manager Commercial at VenuesLive NSW, said the naming rights partnership opportunity at Western Sydney Stadium offered the successful corporation ubiquitous brand presence across all aspects of the community, along with a host of other benefits.

Stoddard advised “naming rights sponsorship occupies the highest point on the sponsorship pyramid, and for good reason given the many benefits that it offers.

“The competition to gain consumer attention is as intense as ever and this is a rare opportunity for a corporate sponsor to use naming rights at the amazing Western Sydney Stadium to rise above the advertising clutter and gain direct access to consumers.

“The Western Sydney Stadium naming rights present a rare opportunity for a corporation to embed their brand in the fabric of Western Sydney through the channel of sport and entertainment at the most exciting stadium in the country.”

The venue operator envisages that Western Sydney Stadium will host a range of sporting events, which will include NRL and NRL Women’s Premiership games, A-League and W-League, Super Rugby, Rugby 7s, NSW and Australian representative games for both men’s and women’s teams in rugby league and rugby union, special football events featuring international clubs, among other one-off sporting events.

The naming rights sector is highly competitive with Melbourne's Etihad Stadium set for a new name under a deal with Disney and the Perth Arena to become the RAC Arena. Meanwhile, Melbourne's Hisense Arena has ended its long term deal with the electronic manufacturer and is set to be known as the Melboure Arena.

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