What Eden Park does

Eden Park is New Zealand's National Stadium, operated by the Eden Park Trust as a not-for-profit entity, located in Kingsland, Auckland. The 50,000-capacity multi-purpose venue hosts major rugby tests (All Blacks, Auckland Rugby), cricket internationals (BLACKCAPS, Auckland Cricket), football (Auckland FC, international touring clubs), rugby league, and headline concerts promoted by Frontier Touring and Live Nation. Built in 1903 and legally designated as New Zealand's National Stadium via the Resource Management (Auckland Unitary Plan Modification (Eden Park)) Regulations 2026, it serves as the country's flagship sporting and entertainment infrastructure with a $1bn asset value.

The business operates a diversified seven-stream revenue model: event hosting and ticketing (via third-party platforms), venue hire for corporate events, annual memberships, e-commerce merchandise (heritage jerseys NZD $90-180, tartan accessories, gift vouchers), paid experiences (Stadium Tours NZD $55, Rooftop Walks NZD $89, Art Tours NZD $29, Staydium Glamping), on-site food and beverage through partners (KFC, DB Breweries, Coca-Cola Europacific Partners), and sponsorship including the Novo Nordisk West Stand naming rights. The technology stack is primarily operational rather than differentiating: TORO Turf Cam live streaming, Samsung LED displays, a Spark-powered 5G esports hub, and the 24/7 Software venue management platform (first deployment in New Zealand).

The company serves four customer segments: sports fans and event attendees (primary), families and education groups (school tours), corporate clients (venue hire, sponsorship, hospitality), and international event promoters and rights holders (Frontier Touring, Live Nation, FIFA, NRL). Reported FY2025 net operating profit (before interest and depreciation) of NZD $4.864m was driven by a landmark event calendar including the All Blacks vs South Africa test, Royal Edinburgh Military Tattoo, and major concerts. Leadership is provided by CEO Nick Sautner. The Trust holds a deliberately non-commercial stance on the Eden Park brand name, protecting it as a long-term strategic asset.

Name

Eden Park

Legal name

Eden Park Trust

Website

https://edenpark.co.nz

Company type

Private

Founded year

1903

Operating status

Operating

Headcount range

11–50 employees

Short description

company_description_short

Ownership category

akta.pro rank

Product category

Sports and Entertainment Venue Operations

NAICS

Spectator Sports (7112)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

akta.pro secondary industries

Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Stadium venue management
• Live event hosting
• Stadium visitor experiences
• Corporate venue hire
• Event sponsorship services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Event Hosting & Ticketing: Revenue from hosting sporting events, concerts, and cultural performances. Tickets sold through third-party ticketing platforms with the venue receiving hosting fees and revenue shares.
2. Venue Hire: Rental revenue from corporate events, conferences, functions, and private bookings. Multi-purpose facilities available for diverse event types.
3. Memberships: Annual and multi-year memberships offering access to best seats, exclusive lounges, and priority booking for events.
4. Merchandise & Apparel: E-commerce sales of Eden Park branded merchandise including apparel, accessories, and commemorative items.
5. Experiences: Paid experiences including Stadium Tours, Rooftop Walks, Art Tours, and school tours. Additional revenue from glamping packages (Staydium).
6. Food & Beverage: On-site food and beverage operations through partnerships with suppliers including KFC, Coca-Cola Europacific Partners, DB Breweries, and Gilmours Mt Roskill.
7. Sponsorship & Partnerships: Naming rights (Novo Nordisk West Stand), official partner relationships, and integrated brand activations with premium brands.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Eden Park is New Zealand's national stadium, operating a multi-purpose venue that hosts major sporting events (rugby, cricket, football, rugby league), concerts, and cultural performances for up to 50,000 attendees. The Trust sells visitor experiences including guided Stadium Tours, Rooftop Walks 34 metres above the pitch, Art Tours showcasing a New Zealand art collection, School Tours, and award-winning Staydium Glamping. The venue is also rented out for corporate functions, conferences, and private events, and operates an e-commerce store for branded apparel and gift vouchers.

Product overview

Eden Park operates as a multi-purpose stadium venue offering a unified portfolio of event hosting services and visitor experiences. The core offering centers on hosting major sporting events (rugby, cricket, football, league), concerts, and community gatherings, supported by experiential products including Stadium Tours, Rooftop Walks, and Art Tours. Revenue is supplemented through Venue Hire for corporate events, Membership programs with exclusive benefits, and a merchandise line featuring apparel such as the Heritage Rugby Jersey. The venue also offers specialized products including School Tours (educational experiences) and Staydium Glamping accommodation, creating an integrated visitor ecosystem around the stadium's primary role as New Zealand's national stadium.

Differentiator

Problem solved

Functional benefit

Brands

• Staydium Glamping: Overnight glamping experience at Eden Park stadium
• Art in the Park
• G9 Stadium Golf
• Sky Sport Rooftop Walk

Products and services

• Stadium Tour Guided 90-minute tours of New Zealand's national stadium, offering access to players' tunnel, coaches' box, changing rooms, and exclusive behind-the-scenes areas led by expert guides. Priced at $55 per adult, $25 per concession, $20 per child, with a family of four option at $110.
• Rooftop Walk Elevated 360-degree viewing experience 34 metres above the hallowed turf, providing panoramic views of Auckland's skyline and volcanic range. Priced at $89 per adult, $50 per child, with a family of four option at $199. Requires minimum 95cm height to participate.
• Art Tour New Zealand's first stadium art tour. 90-minute immersive cultural tours showcasing New Zealand contemporary art from renowned artists including Jimmy James Kouratoras, Weston Frizzell, and Tim Christie, transforming the stadium into a public art gallery. Priced at $29 per adult.
• Event-day Rooftop Walk 40-minute rooftop experience including health and safety briefing and harnessing, offered on event days for enhanced match-day experiences. Priced at $49 per person. Does not include match ticket.
• School Tours Tailored educational stadium tours designed to complement classroom curriculum across subjects including history, science, art, and sustainability. Targeted at education groups in New Zealand.
• Staydium Glamping On-site glamping accommodation experience at the stadium, allowing guests to stay overnight on the grounds. Winner of TheStadiumBusiness Awards International Innovation Award for Product Innovation.
• Venue Hire Rental of Eden Park facilities including conference spaces and event venues for corporate events, meetings, conferences, functions, and special occasions. Multi-purpose facilities available for hire across diverse event types.
• Memberships Premium annual and multi-year membership packages offering access to best seats, exclusive lounges, priority booking for events, and year-round benefits for sports fans.
• Eden Park Heritage Rugby Jersey Authentic rugby jersey commemorating the stadium's 120+ year history and iconic sporting moments, available in standard version at $90 and customised (with name and player number) version at $120.
• Online Store Gift Voucher Digital gift vouchers available in customizable amounts for purchasing Eden Park products and experiences, with scheduled email delivery options. Valid for 3 years from issue date; cannot be used to purchase event tickets.

Quantifiable outcome

• 52 consecutive All Blacks matches undefeated at Eden Park over 31 years
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

19 partnerships are on record, tiered core and minor.

• OCScoreImplementation/ SI/ Consulting Partner · 25 June 2026Global facilities services business with strong presence across UK, Europe, APAC and Middle East. New facilities services and cleaning contractor for Eden Park, delivering sector-specific integrated services across venues and events.
• Gilmours Mt RoskillcoreGTM or Marketing Partner · 11 May 2026Locally owned food and beverage supplier supporting Eden Park's operations across diverse calendar from major sporting matches to concerts, community events, conferences and functions.
• Royal Edinburgh Military TattoocoreStrategic or Co-development Partner · 1 February 2026Exclusive first-time-ever Auckland presentation of the Royal Edinburgh Military Tattoo in celebration of its 75th anniversary. Over 30 bands and cultural groups from 13 countries performing.
• Red Badge GroupcoreImplementation/ SI/ Consulting Partner · 11 November 2025New Zealand's leading security provider offering Security Guarding, Alarm Monitoring, Mobile Patrols, and Event Security Services.
• 24/7 SoftwarecoreTechnology or Integration · 14 October 2025Global venue technology company, world leader in incident management, operations, and communication systems. First venue in New Zealand to implement the platform.
• Kia New ZealandcoreGTM or Marketing Partner · 27 September 2025Leading EV manufacturer partnership, with New Zealand's strongest lineup of EV models aligned with Eden Park's sustainability initiatives.
• SparkcoreTechnology or Integration · 27 September 2025Official screen partner and connectivity provider. Unlocks deals on platforms like Netflix, Neon, Spotify and brings live music and gaming experiences with pre-sales and perks.
• Coca-Cola Europacific Partners NZcoreGTM or Marketing Partner · 27 September 2025One of the world's leading consumer goods companies and largest bottlers/distributors of beverages in New Zealand.
• AA InsurancecoreGTM or Marketing Partner · 27 September 2025Icon Partner with Giveback Shack giving customers chance to enjoy action from one of the best spots in the park.
• University of AucklandcoreStrategic or Co-development Partner · 27 September 2025New Zealand's largest university with over 40,000 students, globally recognised for excellence in teaching, research and innovation.
• Kennards HirecoreOthers · 27 September 2025Icon Partnership renewed for two years, providing equipment hire with huge range, great service benefits and expert advice. Partnership since 2016.
• KFCcoreGTM or Marketing Partner · 27 September 2025Iconic food brand with blend of 11 herbs & spices, providing food and beverage offerings at events.
• Mercury EnergycoreGTM or Marketing Partner · 27 September 2025100% renewable energy provider from hydro, geothermal and wind. Also offers electricity, gas, broadband and mobile services.
• ReseneminorOthers · 27 September 2025Paint and decorating supplies with quality colour, wallpaper, curtains, inspiration and professional advice.
• Hato Hone St JohncoreImplementation/ SI/ Consulting Partner · 18 September 2025Preferred event medical services provider, extending long-standing partnership supporting safety and wellbeing of fans, players and staff.
• Novo NordiskcoreGTM or Marketing Partner · 3 September 2025Global healthcare company partnership with naming rights for the Novo Nordisk West Stand. Multi-year agreement bringing together organisations committed to wellbeing, performance and creating lasting community impact.
• Samsung New ZealandcoreTechnology or Integration · 3 September 2025Official screen partner bringing cutting-edge Samsung LED displays throughout the stadium to bring fans closer to the action.
• DB BreweriescoreGTM or Marketing Partner · 18 August 2025Pourage partnership renewed for three years, providing quality beverages during memorable moments at Eden Park.
• Spark / Guinevere CapitalminorStrategic or Co-development Partner · 28 April 2021Partnership to establish New Zealand's first 5G-powered esports hub at Eden Park, home training ground for professional and aspiring gamers.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Twickenham Stadium: Twickenham is the RFU-owned 82,000-capacity national rugby stadium of England with 100+ years of heritage. It mirrors Eden Park's role as a national rugby icon hosting major concerts and corporate experiences, and serves as a benchmark for rugby-anchored stadium commercial models including tours and museum-style experiences.
• Principality Stadium (Cardiff): Principality Stadium is the WRU's 73,000-capacity Welsh national rugby stadium ranked #1 rugby ground in the world by Wales Online (with Eden Park ranked #2). It runs a comparable multi-purpose operating model of national-team rugby, touring concerts, and large-scale indoor city events.
• Croke Park (Dublin): Croke Park is the GAA's 82,000-capacity national stadium in Dublin, operating as a multi-purpose venue for sport and concerts and offering stadium tours, museum, and Skyline rooftop walk. Its mix of national sporting governance, heritage-led experiences, and concert hosting is structurally similar to Eden Park.
• Sky Stadium (Wellington): Sky Stadium is Wellington's main multi-purpose 34,000-capacity venue and the most direct domestic peer to Eden Park. Both host All Blacks tests, rugby league, football, and major concerts in the same small New Zealand market, competing for the same touring acts, governing bodies, and corporate sponsorship dollars.
• Murrayfield Stadium (Edinburgh): Murrayfield is the Scottish Rugby Union's 67,000-capacity national stadium in Edinburgh, hosting Six Nations tests, music concerts, and corporate events. Like Eden Park, it is a heritage rugby national stadium with a multi-purpose operating model in a comparatively small home market.
• Aviva Stadium (Dublin): Aviva Stadium is a 51,000-capacity multi-purpose venue built in 2010 for Irish rugby and football and major concerts. It is comparable to Eden Park as a mid-sized modern national stadium hosting both international sport and global touring acts, with similar corporate hospitality and venue hire revenue streams.

Broad incumbents

• Marvel Stadium (Melbourne): Marvel Stadium is a 53,000-capacity multi-purpose Docklands venue hosting AFL, cricket (Big Bash), boxing, A-League, rugby league, and concerts. Its urban-stadium, multi-tenant operating model and reliance on premium experiences overlap materially with Eden Park's commercial stack.
• Suncorp Stadium (Brisbane): Suncorp Stadium is a 52,500-capacity outdoor venue in Brisbane known as the 'Cauldron' that hosts Wallabies, State of Origin, A-League, and concerts. Comparable to Eden Park as a regional incumbent major-league outdoor stadium in the Australasian sporting landscape.
• Wembley Stadium (London): Wembley is the 90,000-capacity English national stadium and a global benchmark for multi-purpose stadium commercial operations including tours, premium hospitality, and venue hire. It is a tier-up broad incumbent providing a reference point for Eden Park's potential experience revenue and sponsorship monetisation envelope.
• Accor Stadium (Sydney, formerly Stadium Australia): Accor Stadium is a 83,500-capacity Olympic-grade multi-purpose venue in Sydney Olympic Park, hosting NRL, A-League, rugby league/state of origin, and global concerts. It is a broader incumbent Australia/NZ regional peer competing with Eden Park for international sporting events and tour routing decisions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/edenparknz
• YouTubeyoutube.com/channel/UCC7tyysMtaeqInMnGPN8H5g?view_as=subscriber
• Facebookfacebook.com/edenparknz
• LinkedInlinkedin.com/company/edenparknz
• Instagraminstagram.com/edenparknz
• TikToktiktok.com/@edenparknz

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Eden Park