Originally published in Waikato Times, Tuesday 25 November 2025.
By Mike Mather.
It’s likely there will soon be a big logo up on the side of the flytower above the Waikato Regional Theatre - but the question is whose? PHOTO: Mark Taylor / WAIKATO TIMES.
Two of Hamilton’s most iconic events venues are now - or are soon to be - without a name.
But the lack of a formal moniker for the Waikato Regional Theatre and the soon-to-be nameless FMG Stadium Waikato represents a massive opportunity for some ultra-valuable exposure, two leading experts in brand awareness say.
FMG’s 10-year deal as naming rights sponsor for the city’s main sports stadium ends in June, with no replacement yet announced. And a naming rights announcement for the theatre is understood to be imminent.
Precisely which company or organisation will have it’s branding on the side of each structure is the subject of growing speculation, with a number of names being bandied about.
It has long been known that Live Nation, the Los Angeles-based multinational entertainment giant that will manage the theatre, has been seeking a naming rights partner.
An alternative could be having its own moniker up on the side of the building in downtown Victoria St - but on both possibilities the corporation remains coy.
“We aren’t able to share anything at this stage,” said Ciara Pratt, Live Nation’s head of communications and corporate affairs on a reply to inquiries. “We’ll be in touch when there is an update.”
FMG Stadium Waikato will likely have different branding on the side of the grandstand after FMG’s current naming deal ends in June. PHOTO: Christel Yardley / WAIKATO TIMES.
Among the more likely contenders as a name on the theatre is the Hamilton-based animal management and security firm Gallagher Group, which also sponsor of the Gallagher Academy of Performing Arts at Waikato University.
The Gallagher name is also attached to the theatre as the sponsor of the auditorium - a deal set up some years ago when the initial funding for the $80 million facility was being confirmed.
But could the branding be applied to the whole facility? Liam Ewing, Gallagher’s global head of group communications and community, hinted at a potential arrangement.
“I can confirm that Gallagher is one of the supporters of the new Waikato Regional Theatre,” he said. “More information will follow in due course. We haven’t quite dotted all the i’s and crossed all the t’s just yet.”
Gallagher recently announced it was sponsoring the Chiefs Manawa football team, as well as extending its sponsorship of the Chiefs team for a further three years. Pictured are Manawa players Ariana Bayler, Kate Henwood and Mia Anderson.
Ewing said there were no such behind-the-scenes discussions on the stadium - yet.
“With the stadium announcement only made recently, we are not currently in any discussions around naming rights for the stadium.”
However, the firm had a established a strong connection to the venue formerly known as Rugby Park in the form of a just-announced a sponsorship of the Chiefs Manawa team, as well as re-signing as the main sponsor of the men’s Chiefs team for a further three years.
The Gallagher name was also attached to the Gallagher Aquatic Centre, the Gallagher Hockey Centre, and supported numerous community organisations and initiatives like the Coastguard, the Waikato Westpac Rescue Helicopter, and the Ka’aute Pasifika Community Village.
Other firms that could potentially sponsor either the theatre or the stadium include Zuru - the multinational toys and technology firm founded by Waikato siblings Nick, Mat and Anna Mowbray - and Fosters Construction, which led construction on the new theatre.
Chris Williams from King St Advertising reckons there is much value to be gained from naming rights sponsorship. PHOTO: Kelly Hodel / WAIKATO TIMES.
Chris Williams, the director and chief executive of Hamilton firm King St Advertising, reckons both the stadium and the theatre would be coveted by numerous organisations for their prominence in the community.
“For both, we are talking about national corporates - the telcos, the financial, the banking firms - which will be the more likely contenders to be naming rights sponsors.
“And if they are a national player, then they will be a player that will have a strong footprint in this region, and will be wanting to grow their presence in this part of the world. Sponsorships of this level are a really good way of doing that.”
Williams - who is a director on the Waikato Regional Theatre Operating Company board - said he was reluctant to name any names on who he thought the theatre and stadium’s new sponsors could be. However, it was likely the interests of the sponsoring firm’s customers would be a big factor.
“FMG have been a brilliant fit for the stadium, because a lot of their customers are into sport. I’d say that was a really successful partnership.
“Quite often the company’s values and interests align with those of their customers. It would be a similar situation at the theatre.”
Sarah Munnik, a sponsorships specialist and partner at the public relations firm Pead.
Banks and telecommunications companies were also the likely contenders for Sarah Munnik, a sponsorships specialist and partner at the public relations firm Pead.
“It’s the million dollar question - literally,” she said.
Having a name on a building like the theatre would be “easily worth at least $500,000” per year for a firm, while having a name on the side of the stadium “would be worth quite a chunk of money, I’d say close to $2 million per year”.
Corporate sponsorship was the vital ingredient in developing New Zealand’s future achievers, particularly in the fields of sports and music, she said.
“These stadiums and theatres need to have support. If they don’t have corporate sponsors, can they exist? They are absolutely necessary for growing of talent at a grass roots level.”
Munnik said she could understand why FMG and other firms might be reluctant to commit to ongoing sponsorship of that level.
“The economy has recently not been where we want it to be. Maybe in a different economy these deals could be expanded. But many firms might be thinking of using their money in a different way, given the situation.”
Colin Wright, the head of communication and sustainability at FMG, said the organisation was not involved in any discussions on the theatre, and was not looking to extend its stadium sponsorship.
Mike Wilding, the chief operating officer for Zuru, was unable to respond to inquiries.