Qudos Bank Arena to become Afterpay Arena under major five-year naming rights deal
One of Australia’s most recognisable entertainment venues is preparing for a major identity shift.
An iconic Sydney entertainment venue is set for a major transformation, with Australia’s biggest arenas preparing to adopt a new name and new technology.
The Qudos Bank Arena will be renamed Afterpay Arena under a five-year naming rights agreement, alongside a broad refurbishment program and digital upgrade across the site.
The deal will introduce integrated payment options across the venue, allowing ticket purchases, food, drinks and merchandise to be handled through the same system.
Sign up to The Nightly's newsletters.
Get the first look at the digital newspaper, curated daily stories and breaking headlines delivered to your inbox.
By continuing you agree to our Terms and Privacy Policy.The rollout is already in motion, with new signage, interior improvements and payment infrastructure being installed while the arena continues to operate under its existing name and hosts a full schedule of events.
The agreement brings together Afterpay and Block, integrating Afterpay’s instalment-based ticketing model with Square point-of-sale technology across the venue.
Fans will be able to pay for tickets in four interest-free instalments, while updated checkout systems are expected to cut down queue times inside the arena.
Afterpay co-founder and chief executive Nick Molnar said the focus was on improving the overall live experience from start to finish.
“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,” Mr Molnar said.
He said the intention was to remove friction from the moment tickets were purchased through to spending inside the venue, arguing that time spent in queues takes away from the event itself.
“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.”
The venue was built as part of the Sydney Olympic Park redevelopment for the Sydney 2000 Olympic Games and opened in 1999 as the Sydney SuperDome.
It was used during the Games to host indoor basketball events, including medal matches, before being retained as a permanent entertainment and sporting venue following the Olympics.
Since then, it has undergone several naming rights changes, including Acer Arena and Allphones Arena, before becoming Qudos Bank Arena.
It attracts more than 1.1 million visitors each year and was recently ranked among the top five arenas globally.
Legends Global Asia Pacific and Middle East chairman and chief executive Harvey Lister AM said the partnership represented a significant shift in how audiences accessed and experienced live entertainment.
“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,” Mr Lister said.
The physical and digital upgrades will continue to roll out over the coming months, with the arena maintaining its full event calendar throughout the transition period.
Originally published as Qudos Bank Arena to become Afterpay Arena under major five-year naming rights deal
