Afterpay Area — the Sydney venue previously often known as Qudos Financial institution Area — formally opened on Thursday (July 23), marking the completion of a bodily overhaul and the formal launch of the five-year naming rights partnership first introduced in Might.
The launch ceremony, held within the enviornment bowl, was attended by Afterpay co-founder Anthony Eisen, Afterpay VP APAC Mike Ryan, Legends International COO for Asia Pacific and Center East Peter Loxton, and Federal Shadow Assistant Minister for the Digital Economic system Simon Kennedy.
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It was the primary time the absolutely remodeled venue was introduced below its new identify, following months of inside redesign and know-how integration.
The partnership, which runs by means of 2031, positions the venue as the primary main leisure vacation spot in Australia to supply cost flexibility throughout your entire fan expertise. Attendees can now cut up ticket purchases into 4 interest-free instalments through Afterpay Pay in 4, and use tap-to-pay for meals, beverage and merchandise contained in the venue, powered by 150 Sq. Registers and 65 Sq. Handheld units — the primary full Sq. commerce integration at a venue of this scale in Australia.
The bodily transformation features a lobby uplift, two redesigned hospitality areas, venue-wide wayfinding, and what the businesses describe as one of many world’s largest clear holographic LED installations.
“Afterpay now has a everlasting dwelling within the place the place followers come for the moments that matter most to them,” Eisen stated. “We’ve constructed every part right here round retaining followers within the second — from the way in which they purchase their ticket to the final track of the night time.” Loxton framed the deal as greater than a signage play. “This partnership isn’t only a identify on a constructing,” he stated. “That’s precisely the type of engaged companion we would like beside us for the subsequent 5 years.”
The venue attracts roughly 1.1 million attendees yearly and was named to Billboard’s Prime 5 Reside Music Venues in 2025. Operated by Ticketek Leisure Group and managed by Legends International, the world’s naming rights transfer displays a broader push by buy-now-pay-later operators into dwell leisure, as promoters and venues more and more place cost flexibility as a lever for driving attendance and per-head spend.
Afterpay-commissioned analysis cited by the corporate discovered that 94% of cost-affected event-goers have missed dwell occasions as a result of upfront cost boundaries, whereas 74% stated they might spend extra at venues providing cost selection.
Among the many first acts scheduled to play the remodeled venue are Tame Impala, J. Cole, Khalid, Laufey, Robyn, Olivia Dean, Zara Larsson and Hilary Duff.
