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.
“Whether you love music, comedy, podcasts, or dance, there’s something for everyone at TikTok Entertainment Centre, just like on the TikTok platform itself.”
To celebrate the EntCent’s return, the first event to be held there is this year’s TikTok Awards hosted by Sophie Monk – the biggest creator celebration ever held in Australia. Fans can watch live on TikTok and Stan this Wednesday, 26th November.
The performance space has grown to host 120 events annually, welcoming 500,000 guests and fans who spent A$112 million in the local economy in the past year, holding ICC Sydney’s innovative collaboration with TikTok in good stead.
Bob Dylan, Stevie Nicks, Elton John, Cher, Lorde, Sting, and Seinfeld have all performed at the venue during their Australian tours, with Tim Minchin, Oprah, Kelsea Ballerini, The Wiggles, Mel Robbins, Guy Sebastian, and Jimmy Carr all taking to the TikTok Entertainment Centre stage over the next six months.
Emerging Sydney talent is also on display outside TikTok Entertainment Centre at Dancers’ Alley Sydney which has 33 mirrors installed for the local dancing community, along with a dedicated TikTok account that has amassed over 256K views since launching in September.
“Our teams are united by a shared vision: to amplify creativity, deliver unforgettable experiences in Sydney, and make people cheer. With TikTok as our partner, we’re setting the stage for a new era of entertainment in Sydney,” added ICC Sydney CEO, Adam Mather-Brown.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source newsroom.tiktok.com ’
