Perth venues’ naming rights for the asking



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Naming rights up for grab in Perth Image: VenuesWest

Naming rights for two of Perth’s (Australia) suburban homes of sports are officially up for grabs, including an iconic Mount Claremont (Town in Australia) venue.

‘perth now’ stated that the Australian health insurer HBF is not renewing its naming rights at the HBF Stadium in Mount Claremont and the HBF Arena in Joondalup (suburb of Perth) and VenuesWest has opened the bids for new names for the venues.

Perth-based the HBF Health Limited is an Australian health insurance provider. It is Australia’s fifth biggest private health insurance provider with a national market share of 7.82 percent. Although the HBF does operate nationwide, the vast majority of its members are located in Western Australia, where the HBF is headquartered.

The 4,500-capacity Perth Superdrome, known as the HBF Stadium under a commercial naming rights arrangement, is a sports complex in Perth, Western Australia. It is home to the Western Australian Institute of Sport. The venue is located in the suburb of Mount Claremont, approximately eight kilometers West of Perth’s Central Business District (CBD).

The 16,000-capacity Arena Joondalup, known as the HBF Arena under a commercial naming rights arrangement, is a multipurpose sports complex in Joondalup, Western Australia, located on 35 ha of parkland approximately 25 km North of Perth. It was officially opened in 1994.

Perth (Western Australia)-based the VenuesWest directly supports high performance sport through the optimization of their venues. They strive to provide venues with world-class competition standards for their targeted sports and provide subsidies to the sporting bodies for the use of these facilities. The VenuesWest champion dreams by facilitating pathways for the athletes to excel in their chosen sport. Their venues are effectively managed to ensure they deliver world- class sporting and entertainment experiences to the people of Western Australia.

‘perth now’ further stated that up for grabs are exclusive branding rights on the two sporting centers as well as the Main Arena at the HBF Stadium in the Western suburbs.

More than one million patrons walked through the HBF Stadium’s doors the last financial year and it is home to some of Western Australia’s elite athletes, while the Main Arena has hosted major international concerts, including Ed Sheeran (English singer-songwriter), Pink (American singer-songwriter and actor) and Childish Gambino (American actor-comedian).

The upcoming events at the Arena include two soldout Macklemore (American rapper) shows and comedians Urzila Carlson (New Zealand comedian) and Jim Jeffries (Australian comedian and actor).

In Perth’s North, the HBF Arena, originally known as the Arena Joondalup, had more than 1.4 million patrons come through its doors in 2022-2023 and regularly hosts major music festivals.

Announcing the end of the partnership earlier this year, the HBF Executive Jarod Avila said the insurer would instead just retain its logo on Western Australia’s home of rugby and soccer, the HBF Park in Perth.

The Perth Rectangular Stadium (also known as the HBF Park under naming rights) is a sports stadium in Perth, the capital of the Australian State of Western Australia. Located close to Perth’s central business district (CBD), the stadium currently has a maximum capacity of 20,500 people for sporting events and 25,000 people for concerts, with the ground’s record attendance of 32,000 people set during an Ed Sheeran concert in 2015. The land, on which the stadium was built, known as the Loton Park, was made a public reserve in 1904 with the main ground developed several years later.

Informed Avila, “While retaining our logo at the HBF Park, our naming rights at the HBF Stadium and the HBF Arena will come to a natural end on June 30th, 2024. This enables us to fully optimize our partnership at the HBF Park as well as the need to continuously consider how we balance the use of the members’ funds as a not-for-profit organization.”

The VenuesWest Chief Executive David Etherton said while there was an opportunity for all the three venues to be purchased by a single business, the agency was open to splitting the rights – “The partnerships we hope to form will go beyond the traditional naming rights, offering an opportunity to integrate the company brands within the venues and across our digital platforms. We are committed to fostering long-term relationships that extend well beyond the name on the building. Our ongoing 10-year partnership with the HBF, which continues through the naming rights at the HBF Park, is a testament to that. With 14 venues across our portfolio, including the 61,266-capacity Optus Stadium in Burswood, Australia, and the 15,500-capacity RAC Arena in Perth, Australia, we offer our partners money-can’t-buy experiences, exclusive access to key stakeholders and the opportunity to be part of a larger strategy delivering community engagement and supporting corporate responsibility.”

Details are available on the VenuesWest website.

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