Originally published in Waikato Times, Wednesday 14 January 2026.
By Mike Mather.
The Waikato Regional Theatre will be called the BNZ Theatre for the next five years, as part of a partnership between the bank and Live Nation NZ. This supplied picture shows what the theatre will look like once the bank’s branding is attached.
The Waikato’s new entertainment venue now has a name: The Waikato Regional Theatre shall henceforth be known as the BNZ Theatre.
However, the value of the five-year naming rights sponsorship deal struck by the theatre’s managers Live Nation with the Bank of New Zealand remains a closely guarded secret.
The Tuesday announcement comes ahead of the regional theatre’s public opening on January 19.
The Waikato Times asked spokespeople for both Live Nation and BNZ what the arrangement was worth. A Live Nation representative responded, saying they could not reveal any details of the deal - including whether it incorporated a right-of-renewal clause - or its value, due to commercial sensitivities.
A naming rights deal has been the subject of much speculation in recent times. Sarah Munnik, a sponsorships specialist and partner at the public relations firm Pead, correctly predicted a bank or telecommunications company would be the most likely provider of such sponsorship.
Having a name on a building like the theatre would be “easily worth at least $500,000” per year for a firm, she reckoned.
Bars and eateries in the complex - which retains some heritage elements - are already serving. Pictured is the Public Bar & Bistro. PHOTO: Christel Yardley / WAIKATO TIMES.
In a statement sent to media on Tuesday morning - complete with an image of what the theatre will soon look like with the bank’s branding on the flytower - BNZ chief executive Dan Huggins said the partnership reflected the bank’s long-standing commitment to the Waikato.
“We’re proud to support BNZ Theatre – Waikato’s premier new arts and entertainment venue located in the heart of Hamilton city,” Huggins said.
“Hamilton sits at the heart of New Zealand’s primary sector engine room – a city where agritech, research and rural enterprise intersect to drive billions in value for our national economy.”
Huggins said the theatre would help create jobs, support local tourism and benefit hospitality and accommodation businesses, while also expanding access to arts and live entertainment.
Live Nation Australia and New Zealand senior vice president and head of media and sponsorship Kristy Rosser said the partnership marked a new chapter for the venue.
“From January 2026, its diverse programming will help shape a dynamic cultural hub that attracts local and international performers,” she said.
The theatre will host a civic opening from January 19 to 21 with the world première of To the Stars / Ki Ngā Whetū, involving hundreds of local performers.
Public performances begin on January 23 with Māori soul singer TEEKS, followed by Sir Dave Dobbyn, Bic Runga and international artist Sophie Ellis-Bextor.