Sydney Cricket & Sports Ground Trust

What Sydney Cricket & Sports Ground Trust does

The Sydney Cricket & Sports Ground Trust operates the Sydney Cricket Ground (SCG), a ~48,000-seat multi-sport venue in Moore Park, Sydney, on behalf of the New South Wales Government through Venues NSW. The Trust's functional mandate is venue management and event hosting for AFL (Sydney Swans home games, AFLW pre-season matches), international and domestic cricket (Test matches, T20 Internationals, the Pink Test, Big Bash League for Sydney Sixers), and adjacent rugby league programming at the adjoining Allianz Stadium (Sydney Roosters, Anzac Day Cup). The operational footprint spans a single precinct with two anchor venues and is structured as a state-owned entity with no VC or PE ownership.

The Trust generates revenue across six streams: ticket sales through Ticketmaster, Official Hospitality (a premium hospitality program delivered with Merivale as Exclusive Hospitality Experience Partner), on-site F&B transaction revenue through Merivale-branded and SCG-branded outlets, recurring SCG Membership tiers (SCG Members, Gold Club, SCG Club Blue), sponsorship revenue (Allianz for naming rights, plus Domain, AMEX, TAB, and others), and behind-the-scenes venue tours. Go-to-market is event-driven, with ticketing sold through Ticketmaster (online and group bookings for 20+), hospitality sold direct via the Venues NSW hospitality team, and memberships managed through a dedicated member portal. The customer-facing technology layer is concentrated in the SCG App (iOS/Android), which integrates ticketing, venue maps, car park availability, public transport information, trivia, and live support.

The Trust's customer base is split across individual sports fans and the general public, corporate and hospitality clients seeking premium entertainment, recurring SCG Members, and a community/charitable segment that uses the venue for cause-related fundraising (McGrath Foundation, Mark Hughes Foundation, Steve Waugh Foundation, Legacy Australia, Sydney Children's Hospital Foundation). Strategic partnerships with Cricket Australia, Cricket NSW, AFL, Sydney Swans, Sydney Sixers, and Sydney Roosters anchor the event calendar, while commercial partners (Ticketmaster, Merivale, Allianz, Domain, AMEX, TAB) anchor the revenue stack. The entity does not publicly disclose revenue or headcount detail; the implied operating model is a hybrid of high-volume ticketing plus high-margin hospitality and sponsorship, with memberships providing recurring revenue stabilization.

Name

Sydney Cricket & Sports Ground Trust

Legal name

Sydney Cricket Ground (Venues NSW)

Website

https://sydneycricketground.com.au

Company type

Private

Founded year

1854

Operating status

Operating

Headcount range

51–100 employees

Short description

Sydney Cricket & Sports Ground Trust is a New South Wales Government state-owned entity that operates the Sydney Cricket Ground and Allianz Stadium, hosting AFL, cricket, NRL, and charitable events, with revenue from ticketing, hospitality, F&B, memberships, and sponsorships.

Ownership category

akta.pro rank

Product category

Sports Venue Management

NAICS

Spectator Sports (7112), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

Keywords

• Sports venue management
• Event ticketing services
• Corporate hospitality
• Venue membership programs
• Sporting event hosting

Headquarters

HQ city

Moore Park

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from selling tickets to AFL matches, international cricket matches, T20 internationals, and other sporting events held at the Sydney Cricket Ground and Allianz Stadium.
2. Official Hospitality: Premium hospitality experiences including dining, beverages, and exclusive seating areas offered through Venues NSW Official Hospitality program. Merivale is the Exclusive Hospitality Experience Partner, bringing executive chefs and branded food and beverage outlets to the venue.
3. Food and Beverage: On-site food and beverage sales through Merivale branded outlets (Queen Chow, Vinnie's Pizza, The Chicken Shop, The Pie Shop, Vinnie's Gelato) and SCG branded outlets (The Kiosk, The Bar, The Craft Bar, The Coffee Shop).
4. Membership Programs: Various membership tiers including SCG Membership, Gold Club, and SCG Club Blue providing priority access to events, exclusive seating, and member benefits.
5. Sponsorship and Partnerships: Commercial partnerships with organizations including Cricket Australia, AFL, Sydney Swans, Sydney Sixers, Allianz, Ticketmaster, Merivale, Domain, AMEX, TAB, and others.
6. Tours: Behind-the-scenes tours of the SCG precinct offering visitors access to areas including the members pavilion, historic grounds, and venue insights.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Sydney Cricket & Sports Ground Trust manages the Sydney Cricket Ground and Allianz Stadium, hosting AFL (Sydney Swans home games), international cricket (Test matches including the Pink Test and Ashes, plus T20 Internationals), NRL (Sydney Roosters), and AFLW fixtures. Commercial offerings include ticket sales via Ticketmaster, premium Official Hospitality packages in partnership with Merivale, annual membership tiers (SCG Membership, Gold Club, SCG Club Blue), food and beverage outlets, corporate sponsorships, and behind-the-scenes venue tours.

Product overview

Sydney Cricket & Sports Ground Trust operates the Sydney Cricket Ground (SCG) as a sporting venue hosting AFL, cricket, rugby, and other events. The primary customer-facing product is the SCG App, a mobile application for iOS and Android that provides ticketing (via Ticketmaster integration), event information, venue navigation, and patron services. The venue also offers Official Hospitality experiences, venue tours, and membership programs through its website.

Differentiator

Problem solved

Functional benefit

Products and services

• SCG App Official mobile application for the Sydney Cricket Ground, available on iOS and Android. Provides ticketing (via Ticketmaster integration), event information, venue maps, car park availability, public transport information, calendar integration, trivia participation, feedback submission, photo/video uploads, and live support for in-venue issue reporting. Targeted at individual patrons attending SCG events.
• Event Ticketing (via Ticketmaster) Online ticketing service for AFL matches, international cricket (including Ashes and Pink Test), T20 Internationals, NRL, and AFLW fixtures at the SCG and Allianz Stadium. Offers tiered pricing across Premier, Platinum, Gold, Sport, Lifestyle, and SCG Member categories, with CA Group Bookings available for groups of 20 or more.
• Official Hospitality Packages Premium corporate hospitality experiences including dining, beverages, and exclusive seating areas, delivered through Venues NSW Official Hospitality program in partnership with Merivale (Exclusive Hospitality Experience Partner). Branded food and beverage outlets include Queen Chow, Vinnie's Pizza, The Chicken Shop, The Pie Shop, Vinnie's Gelato, The Kiosk, The Bar, The Craft Bar, and The Coffee Shop. Targeted at corporate clients for client entertainment and corporate events.
• SCG Membership Programs Annual subscription-based membership tiers including SCG Membership, Gold Club, and SCG Club Blue. Provides priority ticketing, exclusive seating areas, member-only events, and discounted or included tickets depending on membership level. Targeted at dedicated fans seeking recurring access to fixtures and exclusive benefits.
• SCG Venue Tours Behind-the-scenes guided tours of the SCG precinct offering visitors access to the Members Pavilion, historic grounds, and venue insights. Available for booking by individuals and groups.

Quantifiable outcome

• The Pink Test has grown into a major annual fundraiser for the McGrath Foundation, helping to fund breast care nurses across Australia.

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

22 partnerships are on record, tiered core and minor.

• Cricket AustraliacoreStrategic or Co-development PartnerCricket Australia is a core sporting partner of the SCG. The venue hosts international cricket matches including Test matches, T20 Internationals, and the annual Pink Test fundraiser for the McGrath Foundation.
• Cricket NSWcoreStrategic or Co-development PartnerCricket NSW is a key partner providing home team cricket at the SCG, including NSW Blues domestic matches and pathway to Australian representative cricket.
• AFL (Australian Football League)coreStrategic or Co-development PartnerAFL is the governing body for Australian rules football and a core partner. The SCG hosts Sydney Swans AFL home games and select AFLW matches.
• Sydney SwanscoreStrategic or Co-development PartnerSydney Swans are the primary AFL tenant of the SCG. The partnership includes home game hosting, membership collaboration, and community initiatives.
• Sydney SixerscoreStrategic or Co-development PartnerSydney Sixers Big Bash League cricket team plays home games at the SCG, contributing to the venue's summer sporting calendar.
• AllianzcoreGTM or Marketing PartnerAllianz is the naming rights sponsor for Allianz Stadium, the rugby union venue within the SCG precinct. The partnership includes stadium naming rights and marketing activations.
• TicketmastercoreChannel Partner/ Reseller/ DistributorTicketmaster is the official ticketing partner providing online ticket sales platform for all SCG events including AFL matches, international cricket, and hospitality packages.
• MerivalecoreStrategic or Co-development PartnerMerivale is the Exclusive Hospitality Experience Partner bringing executive chefs Danielle Alvarez, Jordan Toft, Dan Hong, Mike Eggert, Ben Greeno, and Vincenzo Biondini to operate food and beverage outlets at the SCG and Allianz Stadium.
• DomainminorGTM or Marketing PartnerDomain is a commercial partner and sponsor of the Sydney Cricket Ground, appearing as a venue partner on the official website and marketing materials.
• American ExpressminorGTM or Marketing PartnerAmerican Express is a commercial partner and venue sponsor, with card acceptance and marketing partnership at SCG events.
• TABminorGTM or Marketing PartnerTAB is a betting partner associated with Venues NSW venues, providing wagering services and appearing as a venue partner.
• McGrath FoundationcoreStrategic or Co-development PartnerThe McGrath Foundation, co-founded by Glenn McGrath and his late wife Jane, partners with the SCG to host the annual Pink Test (formerly Jane McGrath Day) which has grown into a major fundraiser for breast care nurses across Australia.
• Sydney RoosterscoreStrategic or Co-development PartnerSydney Roosters NRL team plays at Allianz Stadium within the SCG precinct, contributing to the venue's multi-code sporting calendar.
• Mark Hughes FoundationcoreStrategic or Co-development PartnerThe Mark Hughes Foundation, co-founded by former Newcastle Knights player Mark Hughes, partners with Venues NSW stadiums for the annual Beanie for Brain Cancer Round in the NRL.
• Steve Waugh FoundationcoreStrategic or Co-development PartnerFounded by former Australian cricket captain Steve Waugh, the foundation supports children and young adults living with rare diseases. Steve Waugh has a sculpture at the SCG as part of the Sports Sculptures Project.
• Legacy AustraliacoreStrategic or Co-development PartnerLegacy Australia, founded in 1923, provides support to families of Australian Defence Force personnel who have lost their life or health in conflicts. Allianz Stadium hosts the Anzac Day Cup between Sydney Roosters and St George-Illawarra Dragons.
• Sydney Children's Hospital FoundationminorStrategic or Co-development PartnerThe foundation raises funds to provide children with access to healthcare. Venues NSW venues support this charity through various fundraising initiatives.
• Clontarf FoundationminorStrategic or Co-development PartnerThe Clontarf Foundation exists to improve education, discipline, life skills, self-esteem and employment prospects of young Aboriginal and Torres Strait Islander men.
• Ronald McDonald House Charities WestmeadminorStrategic or Co-development PartnerRMHC provides essential services that remove barriers and support families when children need healthcare. The Westmead House provides accommodation for around 2,000 families per year.
• The Chappell FoundationminorStrategic or Co-development PartnerFounded in 2017 by Greg Chappell and Darshak Mehta, the foundation tackles youth homelessness by raising funds for frontline charities.
• John Moriarty FoundationminorStrategic or Co-development PartnerJMF is Australia's longest-running Indigenous football initiative for 2-18 year olds, using football for talent development and positive change in remote communities.
• Nepean Area Disability OrganisationminorStrategic or Co-development PartnerNADO creates an environment where people living with a disability can flourish and grow. Venues NSW supports this organization through community initiatives.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Optus Stadium: Perth's flagship multi-purpose stadium hosting AFL, cricket, and entertainment. Operates a comparable premium hospitality, public ownership, and multi-code scheduling model to the SCG.
• Adelaide Oval: Major South Australian sports venue hosting AFL (Adelaide Crows, Port Adelaide), international cricket, and concerts. Operates a comparable multi-code, hospitality-driven model and is a sister venue within the Australian major stadium network.
• Melbourne Cricket Ground (MCG): Australia's largest multi-code stadium (100,000+ capacity) hosting AFL, international cricket, and other sports. Directly comparable to the SCG in operating model, anchor tenants (Melbourne Cricket Club, AFL), and revenue mix of tickets, hospitality, and sponsorship.
• Lord's Cricket Ground: The spiritual home of cricket in England and a globally recognized historic cricket venue. Comparable to the SCG in heritage status, international Test cricket hosting, premium hospitality, and member-driven revenue model.
• Marvel Stadium (Docklands Stadium): Melbourne's multi-purpose indoor stadium hosting AFL, cricket, and concerts. Comparable in venue-operating model and AFL tenancy focus, though covered (different weather profile) and primarily a Melbourne market peer.
• The Gabba (Brisbane Cricket Ground): Brisbane's primary cricket and AFL venue, recently announced for redevelopment. Comparable to the SCG in hosting international cricket, AFL (Brisbane Lions), and major entertainment events with a similar mix of public ownership and ticketed event revenue.

Regional players

• Eden Park: New Zealand's largest stadium hosting cricket, rugby, and concerts. Comparable multi-code, government-affiliated operating model, though primarily serving the Auckland market rather than directly competing with the SCG.

Emerging players

• Twickenham Stadium: England's flagship rugby union venue, operated by the RFU. Comparable in scale, premium hospitality, and event-driven venue operations, though focused on a single sport rather than the SCG's multi-code model.

Broad incumbents

• Wembley Stadium: Iconic global multi-purpose stadium hosting major sports and entertainment. Comparable in premium hospitality, international event hosting, and brand-driven venue economics, though substantially larger and more entertainment-focused than the SCG.
• Accor Stadium (Stadium Australia): Largest Sydney stadium (~83,500 capacity), also operated under Venues NSW within the same parent. Competes with the SCG for Sydney-based major events, finals, and concerts, and is a sister venue in the local market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xtwitter.com/scg
• Facebookfacebook.com/sydneycricketground.sydneyfootballstadium
• Instagraminstagram.com/ourscg
• LinkedInlinkedin.com/company/allianz-stadium

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 Sydney Cricket & Sports Ground Trust