The naming rights announcement follows the renaming of the ICC Sydney Theatre to an Entertainment Centre in July, which coincided with the beginning of a search for a naming rights sponsor.
The 9,000-seat tiered venue will now be known as TikTok Entertainment Centre.
The entertainment centre sits at the end of the ICC Sydney complex in Darling Harbour.
The naming rights partnership was secured by Legends Global, the venue management company which operates the convention centre.
“We’re thrilled ICC Sydney’s iconic theatre will now be known as TikTok Entertainment Centre,” said ICC Sydney CEO, Adam Mather-Brown.
“This is far more than a naming rights deal, it’s a dynamic partnership with one of the world’s most innovative and future-focused entertainment platforms.
“TikTok is redefining how audiences discover and engage with live entertainment, and together we’re unlocking powerful new ways to connect with fans.”
In a nice bit of synergy for the new partnership, the first event to be held in the renamed TikTok Entertainment Centre will be the TikTok Awards, taking place tomorrow night.
Head of content for TikTok Australia and New Zealand, Simon Bates, said the collaboration aims “to breathe new life into Sydney’s entertainment scene and night-time economy”.
“Whether you love music, comedy, podcasts or dance, there’s something for everyone at TikTok Entertainment Centre, just like on the TikTok platform itself.”
Over the last year, the now entertainment venue has hosted 120 events attracting half a million attendees.
