Currently known as ICC Sydney Theatre, the 9,000-seat venue will become known instead as the Entertainment Centre – representing something of a hark back to Sydney before the current convention centre was built, when the Sydney Entertainment Centre stood where Darling Square is now.
Legends ASM is also pursuing a naming rights partner for the renamed Entertainment Centre.
“A world-class city like Sydney deserves a great CBD entertainment venue and the ICC not only has such a wonderful music, indoor sports and major event venue in its Entertainment Centre but it has also created 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,” said Legends ASM chair and CEO for APAC and MENA, Harvey Lister AM.
“Since opening in 2016 the venue has experienced phenomenal growth that now mirrors the success of the original and iconic Sydney Entertainment Centre, which it replaced – so a ‘Back to the Future’ moment for Sydney.
“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.”
With the venue hosting 125 events this year and having previously hosted global acts including Elton John, Bob Dylan, Stevie Nicks, Sting, Jerry Steinfeld and Kylie Minogue, Legends ASM is currently accepting expressions of interest from potential naming rights partners.
Director of global partnerships for ASM Global in APAC, Don Elford said the venue’s naming rights was a “once in a decade chance to align a brand with moments of deep audience passion that matter”.
“For the right partner, it’s a powerful commercial and cultural statement that will resonate 24/7 all year round,” said Elford.
The partnership includes experiential opportunities tied to the venue’s calendar of concerts and events, out-of-home advertising opportunities around Darling Harbour and tailored brand integration with the customer journey for those attending events at the Entertainment Centre.
“Brands have an unparalleled opportunity to align with one of Australia’s most high-performing entertainment venues situated within a vibrant precinct,” said ICC Sydney’s CEO, Adam Mather-Brown.
“Welcoming almost 497,000 patrons in the past year alone and ranked among Pollstar’s 2024 Top Performers – now is the moment to be part of a truly iconic venue in Sydney.”
The theatre sits at one end of the convention centre precinct, closer to Central Station, the Powerhouse Museum and hotel offerings like W Sydney.
This is not the first time the theatre has had a naming rights partner – it was previously known as Aware Super Theatre.
