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Melbourne’s Hisense Arena gets rebrand in major Naming Rights deal

The Australian Open’s second-largest venue has a new name after signing a five-year Naming Rights deal with Tennis Australia.

Previously the Hisense Arena, the multi-purpose sport and entertainment venue will now be known as the Melbourne Arena.

The Melbourne Arena is owned and run by Melbourne & Olympic Parks, which also owns the sprawling Melbourne Park complex, where the Australian Open is held every year.

Tennis Australia said it wanted an “iconic” name for the venue, and could hold the Naming Rights until at least 2036, when Melbourne Park’s contract with the Australian Open is set to expire.

Chinese consumer electronics brand Hisense had held the Naming Rights to the stadium since 2008, when its predecessor Vodafone stepped aside. The new deal opens up the consumer electronics category for sponsors of Tennis Australia.

For an analysis of the Australian Open’s Major Partner deal with Korean car group Kia, see ‘AO’s global growth justifies Kia’s 74% fee increase’ from Sports Sponsorship Insider, February 27, 2018.