Townsville's Dairy Farmers Stadium has a new name, with 1300SMILES taking over the naming rights for at least the next five years.
The North Queensland Cowboys home ground has had a number of names since it was converted from a trotting track (The Willows) in 1994. It was first known as Stockland Stadium, then Malanda Stadium, and most recently, Dairy Farmers Stadium. It was set to be called Townsville Stadium before a new naming rights agreement was announced on 19th February 2013.
The five year deal, with a further five year option, includes the potential for the transfer of naming rights to a new local stadium, a proposal being pursued by local community leaders in Townsville.
1300SMILES Managing Director Dr Daryl Holmes said gaining the naming rights for the stadium was an innovative branding initiative that would support the group's national expansion plans and allow the group to promote the benefits of dental health to a national audience.
"1300SMILES understand how important the Stadium and the NQ Cowboys are to the people of this region," Dr Holmes said.
Sports Minister, Steve Dickson, said naming rights sponsorship is invested back into the venue and assists with the maintenance and upkeep of the venue, and improving the facilities for the Cowboys and those to attend their games.
"In addition the improvements that can be made through a naming rights sponsorship help attract other events to the venue which can be enjoyed by the people of Townsville and NQ," the Minister said.
New signage around the venue will begin to be introduced during the lead up to the 2013 NRL season, which kicks off when the North Queensland Cowboys take on the Melbourne Storm on Saturday 16 March.