Afterpay signed a five-year naming rights deal to rebrand Sydney's Qudos Bank Arena into Afterpay Arena, as part of a new deal that will see the venue offer BNPL payment options across the entire fan experience. The venue, which is the largest indoor arena in Australia, is ranked among Billboard's Top 5 Live Music Venues in the World in 2025 and has held the Qudos Bank name for the past 10 years.
Need tickets? Pay in 4! Thirsty? Drink now, pay later! Want some merch after the concert, but have no cash or credit? Afterpay's got your back! Afterpay's Pay in Four installment product will be available at every POS terminal throughout the venue, from ticket purchases to food, beverage, and merchandise.
Nick Molnar, co-founder and CEO of Afterpay, said:
“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. 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.”
You know Max Levchin is fuming right now:
“Why didn't we think of this?! Get me a stadium! What, none are available? Fine, buy me a Chuck E. Cheese, plaster the name Affirm on the sign, and offer Pay in 4 on the arcade games. We need venues, dammit!”
Jokes aside, it seems like a great partnership between Afterpay and the arena, which sees more than 1.1M people pass through its doors each year who will now be directly exposed to the payment service. Afterpay has roughly 4M active users in Australia and New Zealand and around 24M users worldwide, so this arena play could give the brand strong visibility in its home market and potentially make a meaningful impact on its overall user base if executed properly.
The official name changeover takes place later in the year, and all updates to signage, branding, ticketing, and communications will be made at that time.
