Pay-television broadcaster Sky has agreed a deal to acquire naming rights to Westpac Stadium in Wellington, New Zealand.

The six-year deal comes into effect on January 1 and officially renames the venue as the Sky Stadium. Sky agreed the deal with Wellington Regional Stadium Trust (WRST), owner and operator of the venue, which is commonly referred to as The Cake Tin.

Sky will launch a number of activations designed to improve the fan experience both at the stadium and for viewers watching on television.

The agreement will bring an end to Westpac’s long-running naming-rights deal with the stadium. The financial services company has sponsored the stadium since it opened in 2000.

WRST chief executive Shane Harmon said: “We are thrilled to welcome Sky as our naming-rights partner as we move into our third decade. Sky is a great fit because of their position as the nation’s premium provider and our aligned goals of creating memorable and rewarding experiences”.

“Over the past 20 years we have welcomed over 10 million fans and become New Zealand’s busiest multi-purpose stadium. We look forward to a new era for the stadium where we will work with Sky to deliver world-class events and fan engagement.

“Sky is a leader in sport, broadcast technology and innovation, and we will be seeking to deliver new technologies and content ideas to our venue.”

Harmon also paid tribute to Westpac, hailing the company’s “critical role” in the success of the venue.

Westpac Stadium has a capacity of 34,500 and hosts rugby, cricket and football matches, as well as music concerts.

Image (artist’s impression): Sky