ICC Sydney Theatre has officially become TikTok Entertainment Centre, marking the first time the global entertainment platform has become the naming rights partner for a venue or stadium anywhere in the world.
Legends Global sourced and negotiated the partnership with TikTok on ICC Sydney’s behalf, resulting in the venue’s official naming as TikTok Entertainment Centre – a title Sydneysiders are bound to shorten to ‘TikTok EntCent’ to pay homage to the iconic venue that operated from 1983 to 2015.
Ushering in a new era of entertainment in Sydney, the multi-year deal between ICC Sydney and TikTok will help boost tourism, drive the local economy, and connect fans with their favourite artists, from the biggest international acts to emerging creative talent.
The partnership will showcase ICC Sydney to TikTok’s more than one billion users as a world-leading destination for conventions, entertainment, and ticketed experiences. It will also create opportunities for content creators who have built online communities to connect with real-world audiences.
“We’re thrilled ICC Sydney’s iconic theatre will now be known as TikTok Entertainment Centre. This is far more than a naming rights deal, it’s a dynamic partnership with one of the world’s most innovative and future-focused entertainment platforms,” said ICC Sydney CEO, Adam Mather-Brown.
“TikTok is redefining how audiences discover and engage with live entertainment, and together we’re unlocking powerful new ways to connect with fans.”
“Pollstar’s #1 ranked theatre in Australia and New Zealand and the fastest growing entertainment platform in the world are partnering to breathe new life into Sydney’s entertainment scene and night-time economy,” said Simon Bates, Head of Content for TikTok Australia and New Zealand.