The short answer
Afterpay Arena is the new name for Sydney's Qudos Bank Arena, a major entertainment venue. The renaming is part of a multi-year sponsorship deal with Afterpay, a buy now, pay later company. The change was announced in late June 2025 and has been met with both excitement and criticism, with some questioning the appropriateness of a debt-focused brand sponsoring a public venue.Why it’s trending
The renaming of a major Sydney landmark to Afterpay Arena has generated significant online discussion, with many expressing surprise or disapproval. The trend is driven by the contrast between the venue's previous corporate name (Qudos Bank) and the new, more consumer-facing brand, as well as broader debates about corporate sponsorship of public spaces.
Sydney's Qudos Bank Arena has been officially renamed Afterpay Arena following a multi-year naming rights deal with the buy now, pay later company. The change, announced on June 26, 2025, took effect immediately, with new signage already installed at the venue.
According to The Canberra Times, the deal was brokered by venue operator Venues NSW and Afterpay's parent company, Block. The financial terms were not disclosed, but sources suggest it is a significant investment for Afterpay, which has been expanding its brand presence in Australia.
The renaming comes after Qudos Bank's naming rights expired earlier this year. The venue, originally known as the Sydney Super Dome, has undergone several name changes since opening in 1999, including Acer Arena and Allphones Arena. The latest change has sparked debate on social media, with some criticizing the promotion of a debt-based service.
Afterpay Arena will continue to host major concerts, sports events, and entertainment shows. The deal is expected to run for at least five years, with options to extend. Venues NSW stated that the partnership would bring 'new opportunities' for the venue and its visitors.
The broader implications of this sponsorship highlight the growing influence of fintech companies in traditional advertising spaces. Critics argue that normalizing buy now, pay later services at public venues could encourage irresponsible spending, while supporters see it as a savvy marketing move for a popular brand.
Timeline
- Venue Opens as Sydney Super Dome
The arena opens as the Sydney Super Dome, hosting the 2000 Olympics basketball events.
- Renamed Acer Arena
Acer acquires naming rights, renaming the venue Acer Arena.
- Renamed Allphones Arena
Telecommunications company Allphones takes over naming rights.
- Renamed Qudos Bank Arena
Qudos Bank secures naming rights, holding them until 2025.
- Renamed Afterpay Arena
Afterpay announces a multi-year naming rights deal, immediately rebranding the venue.
Questions people ask
Why did Qudos Bank Arena change its name?
The naming rights deal with Qudos Bank expired, and Afterpay won the new contract to rename the venue.
How long will the Afterpay Arena name last?
The deal is reportedly for multiple years, with options to extend, though exact terms were not disclosed.
What events will be held at Afterpay Arena?
The venue will continue to host concerts, sports, and entertainment events as before.
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