ICC Sydney Theatre rebrands as TikTok Entertainment Centre

ICC Sydney Theatre has been renamed TikTok Entertainment Centre in what TikTok says is its first naming-rights partnership for any venue or stadium globally.

The multi-year deal, sourced and negotiated by Legends Global, positions the Darling Harbour venue for a new era of tourism, live events and creator-led experiences. The rebrand also nods to the venue’s history, with Sydneysiders already expected to shorten it to “TikTok EntCent”, echoing the Entertainment Centre nickname from its 1983–2015 run.

ICC Sydney said the partnership will promote the venue to TikTok’s billion-plus users as a destination for live entertainment and conventions, while creating opportunities for creators to connect with audiences beyond the app.

“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,” ICC Sydney CEO Adam Mather-Brown, said.

“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.

The first event under the new name will be the TikTok Awards, hosted by Sophie Monk, broadcast live on TikTok and Stan on 26 November.

The theatre now hosts around 120 events each year, welcoming 500,000 guests and generating AU$112 million for the local economy. Performers over the years have included Bob Dylan, Elton John, Cher and Seinfeld, with upcoming shows from Tim Minchin, Oprah, Kelsea Ballerini, The Wiggles, Mel Robbins, Guy Sebastian and Jimmy Carr.

Emerging talent will also be showcased through Dancers’ Alley Sydney, a mirror-lined space outside the venue that has built a dedicated TikTok following since September.