Qudos Bank Arena to become Afterpay Arena in five-year naming rights deal

Afterpay has secured naming rights to Qudos Bank Arena in a five-year deal that will see the Sydney Olympic Park venue renamed Afterpay Arena.

The partnership will officially launch in the coming months, with the venue to remain known as Qudos Bank Arena during the transition.

The deal will bring Afterpay and Square across the live entertainment experience, from ticket purchases through to food, beverage and merchandise transactions inside the venue.

Fans will be able to split ticket purchases across four interest-free instalments through Afterpay, while Square’s payments and POS technology will be used across in-venue transactions.

Afterpay said the partnership is designed to reduce payment barriers for live entertainment and improve the fan experience at the venue, which attracts more than 1.1 million people each year.

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Research commissioned by Afterpay found 94% of cost-affected event-goers have missed events due to upfront payment barriers, while 58% of consumers said they would be more likely to attend if flexible payment options were available. The research also found 74% would spend more at venues that offer payment choice.

“Live experiences are one of the more meaningful ways people choose to spend their time. We wanted to be the brand that makes sure nothing gets in the way of that,” said Nick Molnar, co-founder and CEO of Afterpay.

“What we've built here is genuinely end-to-end - the flexibility starts when you buy your ticket and carries through to fans' meal and a piece of merch on the night. Square's technology makes every transaction as fast as possible, because every second you're standing in line for merch is a second you're not in the moment you came for.”

The venue opened in 1999 with Luciano Pavarotti and has since hosted artists including Billie Eilish, Rüfüs Du Sol, TWICE and Linkin Park, alongside major sport, comedy, family entertainment and cultural events.

It sold its 15 millionth ticket during Linkin Park’s 2026 world tour and was named by Billboard as one of the top five live music venues globally in 2025.

“We are obsessed with enhancing the guest experience at every interaction, and we know Afterpay's popularity with Australian audiences means they now have another option to secure tickets,” said Harvey Lister AM, president and chief executive, Legends Global Asia Pacific and Middle East.

“More than 1.1 million people walk through this Arena’s doors every year, and this partnership represents a significant evolution in how Australians access live entertainment. Afterpay's five-year commitment is a genuine investment in Australian culture and in every single one of those fans.”

The physical transformation of the venue is already underway, including new external signage, interior updates and Afterpay and Square touchpoints throughout the arena.