Allphones scores naming rights deal with Nine for Acer Arena

By By Reid Jermyn | 17 August 2011
Image source: Wikimedia Commons.

Nine Entertainment Co. has announced a five-year naming rights deal with Allphones for Acer Arena.

The deal follows a “substantial advertising investment” from Allphones across Nine Entertainment Co. and Nine Live and will begin in September.

Nine Entertainment Co. has declined to comment on which other parties raised their hands for the naming rights but it is understood several high-profile contenders were involved.

Nine Entertainment Co. chief executive David Gyngell said Allphones was a fitting partnership.

“We decided to partner with Allphones because they were able to demonstrate how their brand and the Arena could interconnect to enhance the overall experience for clients of Allphones and the one million-plus patrons who visit the Arena every year,” Gyngell said.

The deal is said to include an agreement which will see Nine Network continue to broadcast Allphones Eclipse Music TV. The program is scheduled to start recording at the Arena as of September.

Nine Entertainment Co. group sales and marketing director Peter Wiltshire said: “The end result is a deal that harnesses the power of Nine Entertainment Co. for Allphones and provides us with a strong commitment across the full scope of our business.”

The deal is the next link in the chain for Allphones following a brand relaunch earlier this year.

Allphones chief executive Shaun Colligan said the deal, which ends in August 2016, would allow the brand to leverage itself to a much larger demographic than previously.

“The naming rights of the Arena, which hosts many events that are given national and international coverage, is a great way to showcase the look of our brand,” he said.

Arena general manager Paul Sergeant said the deal was the perfect partnership.

“With mobile access quickly overtaking PC access the partnership will see the Arena adopt new initiatives that will be delivered through Allphones stores,” he said.

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