Waikato Times: Waikato Regional Theatre naming rights still on the market

Originally published in the Waikato Times, Thursday 11 April 2024.

By Avina Vidyadharan.

A $2 million donation will secure naming rights for the Waikato Regional Theatre - so an advertising boss says it’d need to be a big corporate. Photo: MARK TAYLOR / WAIKATO TIMES.

In 18 months, no-one has put up their hand to get their brand on the Waikato Regional Theatre.

Theatre general manager Gus Sharp says the team is not overly worried about the naming rights situation and a local advertising boss reckons it’s still “a great opportunity”.

A $2 million donation can secure naming rights for the theatre for a decade, starting when the doors open in early to mid-2025.

That means exposure to tens of thousands of people a year, the possibility of the name getting on the social media of big artists - if “Adele or Ed Sheeran” ever perform there, for example - and hosting opportunities.

Tickets and posters will bear the naming rights sponsor’s name, and there will also be event hosting opportunities, says Waikato Regional Theatre general manager Gus Sharp.

The $80m theatre’s opening night has been delayed a year due to a tight market for materials and other factors.

Sharp said it was a huge investment amid a “tightening time” for businesses.

“These things take time, it’s not something that you order off a shelf,” he said.

“This is a bespoke partnership with any party that sees a value in the entertainment, arts and cultural industry in Hamilton.”

Like many things in the entertainment and arts world, Sharp said, it might come together the day before opening or might happen tomorrow.

Meanwhile, several fundraising methods are being used, including grant funding, crowd funding through the Take a Seat initiative that has raised over $345,000 already, government discussions and more, Sharp said.

“At the moment, we're happy with how things are proceeding.

The $80m theatre is expected to open early to mid-2025. Photo: FOSTER GROUP LTD.

“If that changes, then obviously, we would go and talk to people that are our supporters, but we are not overly worried about it.”

But for those interested in getting their name on the “very prominent building”, visible from Hamilton East to CBD, there are various benefits.

“The name goes on all tickets and posters of the acts who perform.

“If Adele or Ed Sheeran ever do a performance at the theatre, that name goes out on all of their social media channels and things like that as well.

“We estimate 80,000 to 100,000 people through the venue a year at the low end, all of whom see the collateral.”

Sharp said they also offered benefits of hosting events in the building.

Naming rights can afford brands a long-term market presence, says King St Advertising CEO Chris Williams. Photo: KING ST.

King St Advertising CEO Chris Williams said if a brand was aligned with the values of the theatre, it could be very beneficial and a “great opportunity”.

Spark Arena in Auckland, FMG Stadium in Hamilton and Sky Stadium in Wellington were good examples.

The naming gave the brand a long-term presence in the market.

However, given the donation amount, it would have to be a big corporate.

“It's a very unique opportunity to have your name on what will be state of the art, and I think it's a great opportunity.”