Iconic arena set for major rebrand
The deal adds four-interest-free-instalment ticketing and Square payments across the venue as new signage and interior upgrades begin.
- On Wednesday, Sydney's Qudos Bank Arena announced a five-year naming rights partnership with Afterpay, rebranding the venue as Afterpay Arena under a comprehensive agreement that integrates payment technology across the facility.
- Originally opened in 1999 as the Sydney SuperDome for the Sydney Olympic Park redevelopment, the venue has undergone several rebrands including Acer Arena and Allphones Arena. It attracts more than 1.1 million visitors annually.
- Afterpay-Commissioned research reveals 94% of cost-affected event-goers have missed live events due to upfront payment barriers. The partnership integrates Afterpay's instalment model with Block's Square point-of-sale technology, enabling four interest-free instalments for ticket purchases.
- Legends Global Asia Pacific and Middle East chairman and chief executive Harvey Lister said the partnership shifts how audiences access live entertainment. Afterpay co-founder and CEO Nick Molnar stated, "Square's technology makes every transaction as fast as possible."
- Physical and digital upgrades will roll out over the coming months as the venue maintains its full event calendar throughout the transition. Afterpay Arena becomes the first major entertainment facility in Australia offering end-to-end payment flexibility across all guest transactions.
11 Articles
11 Articles
Sydney’s Qudos Bank Arena to Be Renamed Afterpay Arena Under Five-Year Naming Rights Deal
Sydney’s Qudos Bank Arena is set to receive a new name. The venue — ranked among Billboard’s Top 5 Live Music Venues in the World in 2025 and the largest indoor arena in Australasia — will be rebranded as Afterpay Arena under a five-year naming rights partnership with the buy-now-pay-later platform, the companies announced Wednesday (May 20). The deal, which runs through 2031, goes beyond a name change. Afterpay Arena will become the first maj…
Afterpay Takes Over As Naming Rights Sponsor At Qudos Bank Arena
Afterpay has taken over Qudos Bank Arena as naming rights partnership transforming the venue into Afterpay Arena. The partnership, set to officially launch in the coming months with an initial five-year deal, will see the iconic Sydney Olympic Park venue become the first major entertainment destination in Australia to offer complete payment flexibility across the […]
Five-year naming deal turns Sydney's Qudos Bank Arena into Afterpay Arena
Sydney’s Qudos Bank Arena will soon be known as Afterpay Arena, after the buy-now-pay-later platform signed a five-year naming rights deal with the stadium. As befitting the name, the deal will see the Sydney Olympic Park venue become the first major stadium in Australia to offer Afterpay and Square services across the customer journey, from ticket purchase through to food, drink, and merchandise transactions in the venue. No details on the cost…
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