Acer To End Arena Sponsorship?

The naming rights for the Acer Arena are up for grabs from September, but there is no word yet if Acer is going to put in a tender to keep its name in lights at the Sydney-based entertainment hub.

The naming rights for the Acer Arena are up for grabs from September, but there is no word yet if Acer is going to put in a tender to keep its name in lights at the Sydney-based entertainment hub.

Having taken up the naming rights in May 2006, the five-year deal is due to expire early in 2011, and the management company who run the Arena on behalf of PBL Media, Sydney SuperDome, is putting its feelers out for interest.

Originally built as part of Sydney Olympic Park, Acer Arena is home to a host of musical and sporting events, with entertainers such as Billy Joel, Elton John, Eagles, Coldplay, Beyoncé, Justin Timberlake, Kylie Minogue, Rod Stewart, Green Day, Foo Fighters, Black Eyed Peas and Red Hot Chili Peppers all having played there.
So how much will it cost for the rights? According to the blurb the company will have to shell out a “7-figure sum per annum – dependent on inclusions.”

According to Don Elford, the business development manager at the Arena, Acer’s partner in the venture, processor manufacturer Intel, has pulled out, so now Acer might have to go it alone. “Acer has the option to go in and bid again,” says Elford. “We’re just at starting point now of getting the information out there.”

While Acer’s involvement will officially end in May 2011, Elford said that if somebody is interested in taking over the naming rights, they can do so by September this year.



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