Afterpay has announced a naming rights partnership with Qudos Bank Arena, with the Sydney venue set to be renamed Afterpay Arena as part of a five-year agreement.
The partnership will officially launch in the coming months and will see the Sydney Olympic Park venue integrate Afterpay and Square payment technology across ticketing and in-venue transactions.
According to Afterpay, the venue will become the first major entertainment destination in Australia to offer flexible payment options across the customer experience, including ticket purchases, food, beverages and merchandise.
Nick Molnar, co-founder and CEO of Afterpay, said the partnership was designed to improve access to live entertainment.
“Live experiences are one of the more meaningful ways people choose to spend their time. We wanted to be the brand that makes sure nothing gets in the way of that,” said Molnar.
“What we’ve built here is genuinely end-to-end – the flexibility starts when you buy your ticket and carries through to fans’ meal and a piece of merch on the night. Square’s technology makes every transaction as fast as possible, because every second you’re standing in line for merch is a second you’re not in the moment you came for,” said Molnar.
Research commissioned by Afterpay found that 94% of cost-affected event-goers had missed events due to upfront payment barriers, while 58% said they would be more likely to attend with flexible payment options.
The partnership combines Afterpay’s instalment payment platform with Square’s payments and point-of-sale technology throughout the venue.
Qudos Bank Arena opened in 1999 and has hosted artists including Billie Eilish, Rüfüs Du Sol as well as sporting events, comedy and family entertainment.
The venue recently sold its 15 millionth ticket during Linkin Park’s 2026 world tour and was recognised by Billboard as a Top 5 Live Music Venue globally in 2025.
Harvey Lister AM, President & Chief Executive of Legends Global (Asia Pacific & Middle East), said the partnership aligned with the venue’s customer experience strategy.
“We are obsessed with enhancing the guest experience at every interaction, and we know Afterpay’s popularity with Australian audiences means they now have another option to secure tickets,” said Lister.
“More than 1.1 million people walk through this Arena’s doors every year, and this partnership represents a significant evolution in how Australians access live entertainment. Afterpay’s five-year commitment is a genuine investment in Australian culture and in every single one of those fans,” he added.
The venue’s external signage and interior branding updates are currently underway. During the transition period, the venue will continue operating as Qudos Bank Arena.