Kardinia Park Stadium Trust

What Kardinia Park Stadium Trust does

Kardinia Park Stadium Trust (KPST) is a Victorian State Government statutory authority established under the Kardinia Park Stadium Trust Act 2016 (Vic), responsible for managing, promoting, and operating GMHBA Stadium and the broader Kardinia Park precinct in South Geelong, Victoria, Australia. Its core asset is a 40,000-seat multi-purpose stadium — the largest regional stadium in Australia outside the five major capital cities — which following the completion of the $142 million Stage 5 Redevelopment in 2024 hosts Geelong Cats AFL and AFLW matches, Melbourne Renegades BBL cricket, VFL games, international football, concerts, motorsport, and community events.

The Trust's operational portfolio extends beyond the main stadium to include four wholly-operated assets: the Geelong Sports Museum (a 30-sport heritage museum opened in 2024 within the Joel Selwood Stand), the Barwon Regional Cricket Centre (an indoor cricket training facility), Sports House (a flexible membership office hub for sporting organisations), and the Geelong Cricket Club rooms. Community-facing products include the Festival of Sport, Serenity in the Stadium (yoga for World Mental Health Day), and accessibility programs (Hidden Disabilities Sunflower, Kulture City Sensory Inclusive accreditation since 2019).

Revenue is generated through venue hire fees charged to event organisers and governing bodies (AFL, Cricket Australia, Football Australia), naming rights and sponsorship (GMHBA health insurance as naming rights holder, plus Boost Mobile, Monster Energy), museum admissions (Adults $14, Family $38), Sports House memberships, and event ticketing via Ticketmaster. Distribution is conducted through direct enterprise sales (venue hire/licensing with sports leagues and promoters), membership schemes for sporting organisations, and direct-to-consumer museum visitation. The Trust employs world-class turf management through Adelaide Oval Turf Solutions (appointed October 2025), partners with Visit Victoria and the City of Greater Geelong on event attraction, and is supported by ongoing Victorian Government capital investment that has totalled at least $263 million across Stages 1-5 of redevelopment. In 2024/25, the venue generated $190 million+ in social and economic value, supported 1,200 direct/indirect FTE jobs for Victoria, and hosted 480,000+ visitors across 286 days of venue utilisation.

Name

Kardinia Park Stadium Trust

Legal name

Kardinia Park Stadium Trust

Website

https://kardiniapark.vic.gov.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Kardinia Park Stadium Trust is a Victorian State Government statutory authority that manages GMHBA Stadium, a 40,000-seat regional sports and entertainment venue in South Geelong, alongside the Geelong Sports Museum, Barwon Regional Cricket Centre, and Sports House. It serves elite sports leagues, event promoters, sporting organisations, and the Geelong community through venue hire, sponsorship, and community programming.

Ownership category

akta.pro rank

Product category

Sports Venue Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Venue Booking, Ticketing & Event-Day Services (Box Office, Guest Services) (MPAKAEAO)

Keywords

• Stadium venue management
• Sports event hosting
• Regional stadium operations
• Venue hire services
• Community sports precinct

Headquarters

HQ city

Geelong

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Event hosting and venue hire: KPST generates revenue by hosting sporting events (AFL, AFLW, VFL, Big Bash League, Premier Cricket), entertainment events (concerts, Supercross), community events (Festival of Sport, Serenity in the Stadium), and film productions at GMHBA Stadium and the broader Kardinia Park precinct. Revenue is derived from venue hire fees charged to event organisers and governing bodies.
2. Stadium operations and precinct management: The Trust manages and operates GMHBA Stadium, Geelong Sports Museum, Geelong Cricket Club rooms, Sports House, and Barwon Regional Cricket Centre. Revenue is generated through facility hire, membership schemes (Sports House memberships), and ticketing/visitor services associated with events and the Geelong Sports Museum.
3. Naming rights and sponsorship: GMHBA Stadium naming rights and commercial sponsorships across the precinct constitute a revenue stream for the Trust, with partners including GMHBA (health insurance), Boost Mobile, Monster Energy, and others visible on-site.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Kardinia Park Stadium Trust operates GMHBA Stadium, Australia's largest regional stadium (40,000-seat capacity), hosting AFL/AFLW matches, Big Bash League cricket, international football, concerts, Supercross, and film productions. The Trust manages the broader Kardinia Park precinct including the Geelong Sports Museum, Barwon Regional Cricket Centre, Sports House co-working hub, and Geelong Cricket Club rooms, generating revenue through venue hire, naming rights/sponsorships, museum admissions, and membership fees.

Product overview

Kardinia Park Stadium Trust operates GMHBA Stadium — Australia's largest regional stadium outside the major capital cities — as a multi-purpose venue at the heart of the Kardinia Park precinct. The core product is the 40,000-seat GMHBA Stadium, which hosts Geelong Cats AFL/AFLW matches, VFL games, Melbourne Renegades BBL cricket, community football/netball, and entertainment events. The venue is complemented by subsidiary products: Geelong Sports Museum (exhibitions celebrating regional sporting history), the Barwon Regional Cricket Centre (indoor cricket training), and Sports House (flexible office memberships for sporting organisations). Community programming includes the Festival of Sport, Serenity in the Stadium, and various accessibility and inclusion initiatives including the Hidden Disabilities Sunflower Program and Sensory Inclusive Facilities (Kulture City certified).

Differentiator

Problem solved

Functional benefit

Products and services

• GMHBA Stadium A 40,000-seat multi-purpose regional stadium in Geelong, Victoria, managed by the Trust hosting AFL, AFLW, VFL, cricket (BBL), community football and netball, entertainment events, concerts, Supercross, international football matches, and major film productions.
• Geelong Sports Museum A museum located within the Joel Selwood Stand at GMHBA Stadium showcasing the rich sporting history of the Geelong region with over 80 artefacts across 30 sports, interactive experiences, and rotating exhibitions, open to the public for admissions and group bookings.
• Barwon Regional Cricket Centre An indoor cricket training facility at Kardinia Park offering nets and training resources for cricket clubs and community participants.
• Sports House
• Festival of Sport
• Serenity in the Stadium

Quantifiable outcome

• $190 million+ in social and economic value generated in 2024/25
• +6 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• AUSX Open / SupercrosscoreStrategic or Co-development Partner · 1 June 2026AUSX Open, Australia's premier Supercross event, makes its debut at GMHBA Stadium in November 2026, with support from Visit Victoria and Geelong Major Events. The 2026 Monster Energy AMA Supercross Champion Ken Roczen confirmed to headline.
• Adelaide Oval Turf SolutionscoreTechnology or Integration · 1 October 2025KPST appointed Adelaide Oval Turf Solutions as its new turf management partner for GMHBA Stadium and surrounding landscaped areas. Damian Hough (Head Curator) and team provide world-class turf consultation and sustainable maintenance, including comprehensive turf reconstruction planned for early 2026.
• Australian Football League (AFL)coreStrategic or Co-development Partner · 1 January 2018AFL is a Key Stakeholder and governing body that sanctions and schedules AFL matches at GMHBA Stadium. The Trust coordinates with AFL on fixture planning, major events, and league operations.
• Geelong Football ClubcoreStrategic or Co-development PartnerThe Geelong Cats are the primary AFL and AFLW tenant of GMHBA Stadium. The club plays 10 AFL home games and 6 AFLW home games per season at the stadium. The partnership includes community programs, All-Abilities Football Netball League sponsorship, and collaboration on major events at the precinct.
• Melbourne Renegades (KFC BBL)coreStrategic or Co-development PartnerThe Melbourne Renegades have brought Big Bash League cricket to Geelong since 2018, playing 10+ BBL games at GMHBA Stadium. BBL|15 features two home games in Geelong (December 2025) including the season opener against Hobart Hurricanes.
• Safe Steps / Barwon Area Integrated Family Violence CommitteeminorStrategic or Co-development PartnerKPST supported the Safe Steps Candlelight Vigil on National Family Violence Remembrance Day, with buildings including GMHBA Stadium lit up purple. Partnership with Barwon Area Integrated Family Violence Committee, Meli, and The Sexual Assault & Family Violence Centre.
• AFL BarwoncoreStrategic or Co-development PartnerAFL Barwon coordinates the Geelong Football Netball League (GFNL) Grand Final at GMHBA Stadium under a three-year agreement. KPST also serves as major partner of the All Abilities Football Netball League.
• City of Greater GeelongcoreStrategic or Co-development PartnerThe City of Greater Geelong is a Key Stakeholder and partner in delivering community events (GFNL Grand Final, Festival of Sport), accessibility infrastructure (new bench seats), and the Kardinia Park Masterplan. Jointly developing the future vision for the precinct.
• Visit Victoria / Victorian GovernmentcoreStrategic or Co-development PartnerThe Victorian Government (including Visit Victoria, Regional Events Fund) provides funding and support for major events at GMHBA Stadium, including the AUSX Open Supercross, international football matches, and film production (Skydance Sports). The Government has invested $121 million in Stages 1-4 of redevelopment and co-funded Stage 5 ($142M).
• GMHBA (health insurer)coreOthersGMHBA holds the naming rights for GMHBA Stadium at Kardinia Park. GMHBA is a health insurance provider and major commercial sponsor of the stadium and Geelong Cats.
• Recycle4ChangeminorStrategic or Co-development PartnerRecycle4Change, a local award-winning certified social enterprise and registered charity, operates in partnership with the Victorian Government's Container Deposit Scheme (CDS Vic) and TOMRA Cleanaway at GMHBA Stadium. The partnership collects over 23,000 cans per match, reducing landfill and supporting community employment.
• Hidden Disabilities SunflowerminorStrategic or Co-development PartnerKPST and the Geelong Football Club joined the Hidden Disabilities Sunflower global network to ensure inclusive and welcoming stadium experiences for people with non-visible disabilities or chronic conditions.
• Wadawurrung Traditional Owners Aboriginal CorporationcoreStrategic or Co-development PartnerWadawurrung Traditional Owners Aboriginal Corporation, through its Community Strengthening team, is a tenant at Sports House. KPST's Innovate RAP (Reconciliation Action Plan) was formally endorsed by Reconciliation Australia in March, with Wadawurrung woman Corrina Eccles serving on the Trust's board.
• Football AustraliacoreStrategic or Co-development PartnerFootball Australia scheduled the CommBank Matildas vs Chinese Taipei international match at GMHBA Stadium in December 2024, marking the Matildas' return to Geelong after seven years.
• Australian BMX MuseumminorStrategic or Co-development PartnerCollaboration with Australian BMX Museum for the Soaring Eagles, Roaring Thunder: Geelong's BMX Story exhibition at Geelong Sports Museum (November 2025 – August 2026), celebrating local BMX culture from grassroots to world-class achievements.
• Deakin UniversityminorStrategic or Co-development PartnerDeakin University co-supports the Festival of Sport community event at Kardinia Park alongside K Rock, providing community programming and participation support.
• Sexual Assault & Family Violence CentreminorStrategic or Co-development PartnerThe Sexual Assault & Family Violence Centre's Respect Starts Here program is referenced by KPST for clubs to promote gender equity and prevent family violence. KPST's Respect at Our Stadium Action Plan aligns with this initiative.
• Read the Play / Active GeelongminorStrategic or Co-development PartnerRead the Play (mental health literacy organisation) and Active Geelong co-host the Serenity in the Stadium yoga event at GMHBA Stadium for World Mental Health Day, with major partner Plan Group support.
• Skydance SportscoreStrategic or Co-development PartnerSkydance Sports film production (Untitled John Tuggle project) used GMHBA Stadium as an NFL stadium set, creating 825 Victorian screen jobs, engaging 125+ Victorian businesses, and injecting $29 million into the Victorian economy.
• Cricket Australia / Cricket VictoriacoreStrategic or Co-development PartnerCricket Australia and Cricket Victoria are Key Stakeholders that sanction and schedule cricket events (BBL, Premier Cricket, international matches) at the precinct. The Barwon Regional Cricket Centre is managed by KPST as a cricket facility.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TIO Stadium (Marrara): 12,000-seat stadium in Darwin hosting AFL (NT Thunder) and multi-sport events. Comparable as a regional AFL venue with multi-purpose programming, though smaller scale than GMHBA Stadium.
• The Gabba: 42,000-seat stadium in Brisbane hosting AFL, cricket, and major events. Comparable as a major Australian stadium with similar capacity, AFL/cricket programming, and entertainment event mix.
• Marvel Stadium: 53,000-seat multi-purpose stadium in Melbourne Docklands hosting AFL, cricket, and concerts. Comparable as a major AFL venue with mixed sports and entertainment programming, though located in Melbourne rather than a regional city.
• Adelaide Oval: 53,500-seat stadium in Adelaide hosting AFL, cricket, and concerts. Comparable as a state-significant stadium with similar AFL/cricket dual-use programming and major event hosting profile backed by state interests.
• UTAS Stadium: 19,000-seat stadium in Launceston, Tasmania, hosting Hawthorn AFL home games. Closest regional AFL-venue peer to GMHBA Stadium, with comparable role as a regional city AFL venue (though smaller scale).
• Optus Stadium: 60,000-seat multi-purpose stadium in Perth hosting AFL, cricket, and concerts. Comparable as a major modern Australian stadium with similar sports/entertainment programming and naming rights sponsorship model.
• WIN Stadium: 20,000-seat multi-purpose stadium in Wollongong hosting AFL and other sports. Comparable as a regional Australian stadium venue hosting elite sport and community events outside the major capitals.
• Melbourne and Olympic Parks Trust: Victorian Government statutory authority operating Rod Laver Arena, AAMI Park, and Margaret Court Arena. Closest operational peer as a Victorian state-government-owned sports precinct authority with similar governance model and event hosting approach.

Broad incumbents

• Melbourne Cricket Ground (MCG): 100,000-seat stadium, Australia's largest sporting venue. Comparable as the dominant AFL/cricket venue, but much larger scale and central Melbourne location make it a broader incumbent rather than a like-for-like peer.

Regional players

• Sydney Showground Stadium: 25,000-seat stadium at Sydney Olympic Park, hosting AFL (GWS Giants), cricket, and concerts. Comparable as a multi-purpose stadium hosting AFL and entertainment with similar infrastructure model, though based in a major capital.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/kardiniapark
• LinkedInlinkedin.com/company/kardinia-park-stadium-trust
• Instagraminstagram.com/kardiniapark
• Xx.com/kardinia_park

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 records

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 Kardinia Park Stadium Trust