Giants acquire Sydney Showground naming-rights
The Sydney Showground has a new name, with its AFL tenant GWS Giants purchasing the naming-rights in a multi-year deal.
The Sydney Olympic Park venue, built for the 2000 Olympics, will now be known as Giants Stadium in what is believed to be the first naming-rights deal of its type in Australia in which a tenant club has taken out the commercial rights.
However, it isn’t the first time the venue has been known as Giants Stadium. During GWS’ first two years in the AFL, the venue was known as Skoda Stadium, it was then temporarily known as Giants Stadium before a new sponsor was found on the eve of the 2014 season. Initially, Spotless Stadium was due to be the new name during the AFL season only, however as of July that year, it was announced it would remain Spotless Stadium throughout the year, until that deal concluded in February 2019.
The boutique 24,000-capacity stadium will be known as Giants Stadium year-round, including for BBL matches and the Sydney Royal Easter Show.
The Giants were able to secure the naming-rights after a group of cashed-up supporters purchased the rights on behalf of the AFL club. Between 50 and 60 members of the club’s coterie groups are believed to be involved.
“Through the innovative support of our Patron Partners we are delighted to have our home venue as Giants Stadium,” said GWS CEO David Matthews.
“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.”
While the exact dollar value is unknown, the open-ended agreement is said to be a multi-million-dollar deal.
The new name takes immediate effect, with the GWS Giants hosting Essendon in the opening round of the 2019 AFL season on Sunday, with the club expecting 16-17,000 fans through the gates, which would be their largest non-derby home attendance.