The multi-purpose venue formerly known as Westpac Stadium in Wellington, New Zealand will be called the Sky Stadium from the start of next year.
Under the new deal between the stadium owners, the Wellington Regional Stadium Trust (WRST) and Sky Network Television, the stadium will be named after the pay-TV brand for the next six years.
The partnership will also include a number of activations aimed at improving the fan experience both at the stadium and on television.
Martin Stewart, Chief executive of Sky, said: “We will work together with the Sky Stadium team to deliver outstanding fan experiences, with innovations both in the stadium and across all screens.
“It’s all part of our strategy to deepen our connection with sports fans and to work with our sport partners to increase fan engagement.”
Sky Stadium is only the second commercial name for the venue, and marks the end of the agreement with banking group Westpac, the naming rights partner since the stadium first opened in 2000.
The search for a new sponsors began earlier this year when Westpac announced the the time was right to look for other sponsorship opportunities.
The stadium, also known as ‘The Cake Tin’, is the home ground of rugby union clubs the Hurricanes and Wellington Lions and the A-League soccer team Wellington Phoenix. It also hosts international matches in rugby union, rugby league and soccer.
Meanwhile, Sky today reported a full-year net loss of NZ$607m (€347m/$385m) as revenue fell by 6.8 per cent to NZ$795m.
Total subscriber numbers rose as a 50-per-cent jump in streaming subscribers outweighed the 6.5-per-cent loss of satellite customers. The broadcaster now has 161,000 streaming subscribers and 618,000 satellite subscribers.
Last week, Sky finalised its $40m acquisition of a 100-per-cent stake in RugbyPass, the OTT streaming service, in a move that expands the pay-TV broadcaster’s sports business internationally.