AFL Aussie rules football club the Greater Western Sydney Giants has struck a novel deal to take on naming rights to its home stadium.
The multi-year agreement with the Sydney Olympic Park officially renames Spotless Stadium as Giants Stadium. Australian newspaper The Age said that a group of “cashed-up supporters” bought the rights on behalf of the club.
The Giants said the deal places the club in “rare company as an elite-level sporting organisation playing out of a stadium under the name of their own brand”.
Giants Stadium will be the official name of the venue throughout the year, including during Australia’s largest annual ticketed event, the Sydney Royal Easter Show.
Giants chief executive David Matthews said: “A club’s stadium is one of the biggest brand assets available and so to be able to have our own Giants brand across a community venue that attracts hundreds of thousands of people each year is a coup for the club.
“To achieve an exceptional commercial return for this opportunity just adds to what is landmark agreement for our club and our code. The Giants brand is already incredibly strong in Western Sydney and I’ve no doubt this will only grow our footprint as sports and entertainment fans come to Giants Stadium across the calendar year.
“The venue itself continues to be a world-class, boutique stadium that is set to be further enhanced in the coming years. From a Giants game-day perspective, we pride ourselves on consistently delivering the highest quality experience, as evidenced by the fact we’ve been voted the number one AFL venue in the country for fan experience three out of the past four years.”
Brock Gilmour, chief executive of the Royal Agricultural Society of NSW (RAS), added: “I applaud the Giants on an innovative agreement that will see the club’s brand associated with the stadium. The RAS is committed to ensuring Giants Stadium remains at the forefront of spectator experience, with a host of technological upgrades to follow on from the introduction of a fully integrated Wi-Fi system in recent months.”
Image: Philip Terry Graham