The Cronulla Sharks have announced the exclusive naming rights to its currently named PointsBet Stadium will become available at the end of this year.
ASX listed betting agency PointsBet entered an exclusive six-year naming rights deal for Sharks Stadium back in 2019, which runs out December 2024.
"Our naming rights deal for PointsBet Stadium has been a fantastic partnership, and under different circumstances, is an agreement that we would have been very keen to renew," said PointsBet Australia CEO, Andrew Catterall.
"However, community attitudes to gambling advertising have changed, and stadium naming rights and perimeter signage are no longer appropriate for the category."
Catterall says he expects a new gambling advertising regime to be announced by the Albanese Government that continues to allow for a safe and responsible approach.
"We will continue our long-term support for the Sharks through a different partnership arrangement," Catterall said.
"Any new agreement will align with the expectations of the wider community under what we anticipate to be a reformed national gambling advertising regime."
Sharks CEO Dino Mezzatesta echoed the positive sentiment around the PointsBet partnership and is confident of attracting a new high-profile brand to take over the exclusive Stadium naming rights.
"We respect PointsBet's decision given their changing operating environment and are delighted they will continue to invest in the Sharks. This has been a wonderful partnership, and we look forward to continuing to work with Andrew and his team," Mezzatesta said.
"Naming rights to Sharks Stadium (PointsBet Stadium) present a unique commercial opportunity for the right brand. It offers category exclusivity and the chance to engage millions of fans through live sport, entertainment, and hospitality. It has proven to deliver high-value brand exposure to local and national audiences, including through multiple NRL broadcast partners and growing visitation in a thriving year-round precinct.
"This is a great time to be partnering with the Sharks. Our membership has reached a record high, our NRL team is currently sitting on top of the ladder, and we've had five from five sold-out home games already this season. Furthermore, the NRL is achieving all-time records across its key performance metrics including attendance, viewership, and brand health."
Sharks Stadium (PointsBet Stadium) is home to the Sharks NRL and NRLW teams and presents up to 51 events a year spanning Sharks NRL and NRLW home games, Junior Rugby League, and an array of special community and corporate events. It is positioned in the heart of an expanding 365-day entertainment and lifestyle precinct, bolstered by the recent openings of the Bay Central Woolooware retail and dining destination, the Quest Apartment Hotel, and sold-out Bayview Residential Apartments.
The Sharks Group, who own and operate Sharks Stadium (PointsBet Stadium), have engaged agency Sports and Entertainment 131 to partner with them on their search for a new stadium naming rights partner. Expressions of interest are now open.
