Qudos Bank Arena

What Qudos Bank Arena does

Qudos Bank Arena, currently undergoing a naming rights transition to Afterpay Arena, is Australia's largest indoor entertainment and sporting arena, located at Sydney Olympic Park in New South Wales. The venue opened in 1999 as Allphones Arena, was renamed Qudos Bank Arena in 2014, and is now rebranding to Afterpay Arena under a naming rights partnership with the buy-now-pay-later firm Afterpay. The arena is operated by ASM Global (via Legends Global) and generates revenue across five distinct streams: ticketing for concerts, sports, comedy, and family events; food and beverage concessions; premium hospitality services including Hospitality Suites, Terrace Seats, and Member Lounge access; corporate business events utilizing Club Rooms and Grand Ballroom facilities; and naming rights and corporate sponsorship revenue from a roster of Diamond-tier partners including Accor, MG Motor, Asahi, Hahn, V Energy Drink, and Suntory Boss Coffee.

The venue's core product is general admission ticketed access to live events, supplemented by premium upsell experiences and on-site F&B. Its technology infrastructure is physical rather than digital, centered on arena operations, ticketing platforms, and accessibility services. The go-to-market motion is event-driven: the venue acquires audiences through its event calendar, which features international touring acts (Massive Attack, Laufey, Karan Aujla), boxing events (Spence Jr vs Tszyu), family entertainment (Disney On Ice, Harlem Globetrotters), and comedy shows.

The business model is a hybrid of consumer-facing ticketing and B2B corporate sales. Distribution occurs directly through the venue's own ticketing platform and website, supplemented by a dedicated corporate sales team for business event bookings. Pricing is event-dependent and not publicly disclosed, with premium experiences serving as high-margin upsells layered on base ticket sales. The venue serves four primary customer segments: entertainment consumers, sports fans, corporate clients, and families, with horizontal segmentation across these groups rather than vertical specialization.

Name

Qudos Bank Arena

Legal name

Afterpay Arena

Website

https://qudosbankarena.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Qudos Bank Arena (transitioning to Afterpay Arena) is Australia's largest indoor entertainment and sporting arena, operating at Sydney Olympic Park and hosting concerts, sports events, comedy shows, and family entertainment under ASM Global management.

Ownership category

akta.pro rank

Product category

Live Entertainment and Sporting Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industry

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Indoor entertainment arena
• Live event hosting
• Premium hospitality suites
• Corporate event venues
• Sports and concerts

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Ticketing: Revenue from ticket sales for concerts, sporting events, family shows, and comedy performances across scheduled events.
2. Food & Beverage: Concession sales from food and drink outlets within the arena, including bars and dining options.
3. Hospitality Services: Premium experiences including Hospitality Suites and Terrace Seats, Corporate Suites for private events, and Member Lounge access.
4. Business Events: Corporate event hosting including Club Rooms and Grand Ballroom bookings for conferences and corporate functions.
5. Naming Rights: Naming rights partnership revenue through corporate sponsorship arrangements.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Qudos Bank Arena (now transitioning to Afterpay Arena) is Australia's largest indoor entertainment and sporting arena, hosting concerts, boxing and basketball matches, comedy shows, and family entertainment such as Disney On Ice. It sells consumer ticketing, premium hospitality experiences (Corporate Suites, Terrace Seats, Member Lounge), food and beverage concessions, and corporate venue hire through Club Rooms and Grand Ballroom spaces.

Product overview

Afterpay Arena (formerly Qudos Bank Arena) is an entertainment venue offering a unified live event experience. The core offering is general venue access for concerts, sports events, comedy shows, and family entertainment. Premium upgrades include Hospitality Suites (corporate private suites) and Terrace Seats (premium seating), supplemented by a Member Lounge and diverse Food & Beverage concessions. Business Events facilities include Club Rooms and Grand Ballroom for corporate hire. Additional services include Accessibility provisions and an Event Calendar portal for ticketing.

Differentiator

Problem solved

Functional benefit

Products and services

• Afterpay Arena Venue Ticketed Access General admission and ticketed access to the largest indoor entertainment and sporting arena in Australia, hosting concerts, sports events, comedy shows, and family entertainment for individual consumers and families.
• Hospitality Suites Premium corporate suite experiences offering private luxury seating with exclusive hospitality services for an elevated live entertainment and sporting event experience, available to corporate clients and individual premium purchasers.
• Terrace Seats Premium seating options providing world-class views of live music, sports, and entertainment events from the best seats in the house, available to ticket purchasers seeking an enhanced experience.
• Member Lounge Exclusive member lounge access offering a refined hospitality experience for patrons seeking premium service away from general admission areas during live entertainment and sporting events.
• Business Events Venue Hire Venue facility hire for corporate clients covering Club Rooms and Grand Ballroom spaces for conferences, meetings, team events, and private business functions.
• Food and Beverage Concessions On-site food and drink concessions offering diverse dining and beverage options throughout the arena venue for event attendees during live entertainment and sporting events.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered flagship and core.

• AfterpayflagshipGTM or Marketing PartnerNaming rights partner for the arena. Currently undergoing naming rights transition from Qudos Bank Arena to Afterpay Arena. This partnership provides the primary naming brand identity for the venue.
• AccorcoreGTM or Marketing PartnerDiamond partner of the arena. Global hospitality company providing accommodation and hospitality services.
• MG MotorcoreGTM or Marketing PartnerDiamond partner and automotive sponsor of the arena.
• AsahicoreGTM or Marketing PartnerDiamond partner providing beverage offerings at the arena.
• HahncoreGTM or Marketing PartnerDiamond partner providing beer and beverage products at the venue.
• V Energy DrinkcoreGTM or Marketing PartnerDiamond partner and energy drink sponsor of the arena.
• Suntory Boss CoffeecoreGTM or Marketing PartnerDiamond partner providing coffee and beverage products at the venue.
• Legends GlobalflagshipStrategic or Co-development PartnerVenue management company responsible for operating the arena. Provides operational expertise and management services for the venue.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• RAC Arena (Perth): Perth's major indoor arena with naming rights model and comparable multi-purpose programming. Direct Australian arena competitor for touring content allocation.
• Rod Laver Arena: Australia's other flagship indoor arena in Melbourne, hosting tennis, concerts and similar touring acts. Directly comparable as a competing large-capacity indoor venue competing with Qudos Bank Arena for international touring content.
• Spark Arena: New Zealand's largest indoor arena in Auckland. Closest trans-Tasman direct peer: similar capacity band, comparable programming mix (concerts, sports, comedy) and premium experience product.
• The O2 Arena: One of the world's busiest indoor arenas (London), similar mid-size multi-purpose capacity (~20,000) hosting concerts, sports and family entertainment. Closest international functional comparable to an arena with diversified programming and premium hospitality.
• Mercedes-Benz Arena (Berlin): Major European multi-purpose indoor arena hosting concerts, sports and corporate events under a naming rights model. Comparable scale, premium hospitality mix and event diversification.

Broad incumbents

• Crypto.com Arena (Los Angeles): Major US indoor arena (formerly Staples Center) under naming rights. Directly comparable on naming rights monetization and event mix (sports teams + concerts) but is part of a wider California-based arena complex.
• Madison Square Garden Entertainment: Iconic US arena and entertainment operator with a portfolio far broader than a single venue. Compares on marquee-event programming, premium hospitality monetization and naming rights economics, but is a global incumbent rather than a single-asset operator.
• AEG (Anschutz Entertainment Group): Global sports and live entertainment company that owns, operates and books major arenas worldwide. A broader incumbent peer to ASM Global's venue operations and a structural competitor for touring content and corporate sponsorships.

Regional players

• Brisbane Entertainment Centre: Large indoor entertainment venue in Brisbane serving a separate catchment in eastern Australia. Direct operational analog — competing touring acts but in a different metropolitan market.
• TEG (Ticketek Entertainment Group): Australia-headquartered live entertainment and ticketing company operating venues and ticketing across ANZ. Regional peer operating in the same Australian touring-content and ticketing ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/qudosbankarena
• Facebookfacebook.com/qudosbankarena

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Qudos Bank Arena