The ICC Sydney Theatre will soon be rebranded as the “Entertainment Centre”, and expressions of interest are now open for a new naming rights partner for the venue.
With a 9,000-patron capacity and 125 ticketed events slated for 2025, the Darling Harbour-based venue is among the most active live event spaces in the Southern Hemisphere. Since opening in 2016, it has hosted top-tier acts including Elton John, Kylie, Sting and Jerry Seinfeld.
The renaming revives the legacy of the original Sydney Entertainment Centre, which was closed in 2015, and brings what Legends ASM (APAC & MENA) Chairman and CEO Harvey Lister AM called a “Back to the Future” moment for Sydney’s live entertainment scene.
“A world-class city like Sydney deserves a great CBD entertainment venue,” Lister said. “(This is) 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.”
Crowd for Dean Lewis at the Entertainment Centre
Naming rights opportunity
The naming rights package includes:
• Venue naming rights and branding across all touchpoints
• Year-round exposure via 19 large-format digital assets throughout Darling Harbour
• Integrated experiential marketing opportunities across 100+ annual events
• Customised brand integration across the entire visitor journey
• Media exposure reaching a combined audience of Sydneysiders, tourists, and interstate visitors
“This is a once-in-a-decade chance to align a brand with moments of deep audience passion that matter.” said Don Elford, Director, Global Partnerships at ASM Global (APAC).
Adam Mather-Brown, CEO of ICC Sydney, added: “Brands have an unparalleled opportunity to align with one of Australia’s most high-performing entertainment venues situated within a vibrant precinct.”
The venue welcomed nearly 500,000 patrons in the past year and is currently ranked among Pollstar’s Top Performing Theatres globally.
Interested parties are encouraged to contact ASM Global directly to explore the partnership opportunity.
Top image: ICC Sydney CEO Adam Mather-Brown and Deputy CEO Beverley Parker