Allianz Stadium

What Allianz Stadium does

Allianz Stadium is a 42,500-seat, purpose-built rectangular sports and entertainment venue located in the Sydney Cricket Ground precinct at Moore Park, Sydney, owned by the NSW Government and operated by Venues NSW. It opened on 28 August 2022, designed by Cox Architecture and constructed by John Holland Group, replacing the original Sydney Football Stadium that closed in 2018. The venue serves as the home ground for anchor tenants Sydney Roosters and South Sydney Rabbitohs (NRL), St George Illawarra Dragons (NRL/NRLW), NSW Waratahs (Super Rugby Pacific), and Sydney FC (A-League), while also hosting international football (Matildas, FIFA Women's World Cup 2023), Wallabies test matches, and global concert tours.

The core technology stack is conventional stadium infrastructure: a 360-degree open concourse, steep seating angles for optimal viewing, advanced NEC digital display systems, and a 42,500-seat configuration featuring award-winning Indigenous artwork ('Two Worlds Colliding' by Tony Albert) across every seat. Revenue is generated through a multi-stream model: event ticketing via Ticketmaster and Ticketek, premium hospitality through The American Express Garden and Samsung Lounge operated by Merivale across 65+ F&B outlets, naming rights held by Allianz, and a commercial-partnership stack including Domain, La Trobe Financial, the Lottery Office, and Samsung. The venue operates an event-driven GTM motion, hosting over 90 events annually across the SCG precinct.

The venue sits within a broader partner ecosystem spanning strategic sporting codes (NRL, Rugby Australia, Football Australia, A-Leagues), ticketing platforms, broadcast/media partners, and government transport partners (Transport for NSW). It is confirmed as a host venue for five matches during the Men's Rugby World Cup 2027 and has benefited from the NSW Government's lifting of its concert cap, projected to inject up to $120 million annually into the NSW visitor economy. Leadership sits with Kerrie Mather (CEO, Venues NSW) and Tony Shepherd AO (Chairman, Venues NSW).

Name

Allianz Stadium

Legal name

Allianz Stadium

Website

https://sydneyfootballstadium.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Allianz Stadium is a 42,500-seat government-owned sports and entertainment venue in Sydney's Moore Park precinct, operated by Venues NSW. It hosts NRL, Super Rugby, and A-League home games for Sydney's anchor teams plus international concerts and major events including the 2027 Rugby World Cup.

Ownership category

akta.pro rank

Product category

Sports Venue and Event Hosting

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

akta.pro secondary industries

Sports Venue Operations for Live Games (Stadiums/Arenas) (MPAGAMAG), Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Venue & Facility Sponsorship (Naming Rights, Venue Partners) (MPAKALAC), Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI)

Keywords

• Sports venue management
• Event ticketing services
• Premium hospitality experiences
• Stadium naming rights
• Live entertainment hosting

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Ticketing: Ticket sales for sporting events (NRL, Super Rugby, A-League) and concerts through Ticketmaster and Ticketek platforms
2. Hospitality and Premium Experiences: The American Express Garden premium hospitality area, Samsung Lounge, and general food/beverage offerings through Merivale
3. Naming Rights: Allianz branding rights as naming sponsor of the stadium
4. Commercial Partnerships: Sponsorships and partnerships with brands including American Express (payment partner), Domain (property partner), La Trobe Financial (asset management partner), and other commercial partners

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Allianz Stadium is a 42,500-seat purpose-built rectangular sports and entertainment venue in Sydney's Moore Park precinct, operated by Venues NSW. The venue hosts NRL, Rugby Union, A-League football matches, and major concerts, generating revenue through ticket sales, premium hospitality experiences (The American Express Garden, Samsung Lounge), naming rights with Allianz, and commercial partnerships. The venue opened in August 2022 and hosts over 90 events annually.

Product overview

Allianz Stadium is a single-venue sports and entertainment facility operated by Venues NSW. The core offering is the 42,500-seat stadium hosting major sporting events and concerts. Premium hospitality add-ons include The American Express Garden and Samsung Lounge hospitality experiences, along with stadium tours. Ticketing for events is managed through Ticketmaster. The venue's food and beverage operations are delivered exclusively by Merivale across 65+ outlets.

Differentiator

Problem solved

Functional benefit

Brands

• The American Express Garden: A premium hospitality space at Allianz Stadium offering quality food and drink options by Merivale, with prime seating and easy access to facilities.
• Ring of Champions

Products and services

• Allianz Stadium Venue Hire and Event Hosting A 42,500-seat world-class sports and entertainment venue in Sydney's Moore Park precinct, hosting rugby league (NRL), rugby union, football (soccer), and live concerts. Features a 360-degree open concourse, steep seating angles, and Merivale food and beverage offerings across 65+ outlets.
• Events and Tickets Ticketing platform for Allianz Stadium events including NRL, Super Rugby, A-League football, concerts, and international sporting matches, delivered via Ticketmaster and Ticketek.
• The American Express Garden A premium hospitality space at Allianz Stadium located on level two of the eastern grandstand, offering a beer garden experience with live music, dance floor, large viewing screens, dedicated bar, and prime seating. Tickets start from $49.
• Official Hospitality Packages Premium hospitality packages at Allianz Stadium offering enhanced event experiences including priority entry, dedicated seating areas, and exclusive food and beverage options delivered by Merivale, including the Samsung Lounge experience.
• Stadium Tours Behind-the-scenes access to Allianz Stadium, allowing visitors to explore player change rooms, walk on the playing surface, and experience the venue's facilities.

Quantifiable outcome

• Over 700,000 visitors in first 6 months
• +2 more outcomes

Named customers12 records

Segments3 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

25 partnerships are on record, tiered flagship, core and minor.

• AllianzflagshipGTM or Marketing PartnerAllianz is the naming rights sponsor of Allianz Stadium. With over 100 years supporting Australians, Allianz joined the original stadium in 2012 and continues as sponsor of the new world-class precinct.
• American ExpressflagshipGTM or Marketing PartnerAmerican Express is the Official Payment Partner of Allianz Stadium and Sydney Cricket Ground. Cards accepted at all food, beverage and merchandise outlets. Launched The American Express Garden premium hospitality space.
• DomaincoreGTM or Marketing PartnerDomain is the Official Property Partner of Allianz Stadium and Sydney Cricket Ground. Provides in-stadium branding, broadcast and digital exposure, hospitality opportunities, and fan engagement for millions of annual visitors.
• La Trobe FinancialcoreGTM or Marketing PartnerThree-year partnership as Official Asset Management Partner. La Trobe Financial has $17 billion in assets under management and serves over 93,000 investors. Partnership featured across sporting codes, concerts, and live entertainment.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial Ticketing Partner for Venues NSW, providing ticket sales for events at Allianz Stadium and other Venues NSW venues.
• MerivalecoreGTM or Marketing PartnerMerivale delivers food and beverage offering at Allianz Stadium across 65+ outlets. Includes iconic brands such as The Chicken Shop, Ms G's, El Loco, and Totti's. 49% off drinks promotion offered at opening weekend.
• NECcoreTechnology or IntegrationNEC is the Digital Display Technology Partner of Venues NSW. Has been delivering world class technology solutions in Australia for over 50 years.
• SamsungcoreGTM or Marketing PartnerSamsung provides technology and branding for the Samsung Lounge premium hospitality area at Allianz Stadium.
• The Lottery OfficeminorGTM or Marketing PartnerThree-year partnership as Official Lottery Partner. Parent company Global Players Network has operated for over 20 years. Exclusive lottery offers for attendees and members.
• NRLflagshipStrategic or Co-development PartnerNRL is a major sporting partner with Sydney Roosters and South Sydney Rabbitohs playing home games at Allianz Stadium. Venue hosts NRLW, NRL Finals, and special events like Indigenous Round.
• Sydney RoostersflagshipStrategic or Co-development PartnerSydney Roosters NRL team plays home games at Allianz Stadium. The club has deep connection to the precinct dating back to foundation in 1908. Hosted inaugural event at new stadium in September 2022.
• South Sydney RabbitohsflagshipStrategic or Co-development PartnerSouth Sydney Rabbitohs NRL team plays home games at Allianz Stadium including Anzac Day Cup and major finals.
• Sydney FCflagshipStrategic or Co-development PartnerSydney FC A-League Men and Women teams play home matches at Allianz Stadium. Hosted AFC Champions League clash and Australia Cup Final 2023.
• NSW WaratahsflagshipStrategic or Co-development PartnerNSW Waratahs Super Rugby Pacific team plays all home matches at Allianz Stadium. Returned home after four seasons of playing at multiple venues.
• Rugby AustraliaflagshipStrategic or Co-development PartnerRugby Australia hosts Wallabies test matches at Allianz Stadium including matches against South Africa (Springboks) and British & Irish Lions Tour 2025.
• A-LeaguescoreStrategic or Co-development PartnerA-League Men and Women matches hosted at Allianz Stadium including Unite Round 2024/25 and elimination finals.
• Football AustraliaflagshipStrategic or Co-development PartnerFootball Australia hosted FIFA Women's World Cup 2023 matches, Matildas internationals, and Australia Cup Final 2023 at Allianz Stadium.
• Transport for NSWcoreGTM or Marketing PartnerTransport NSW is a partner providing information on getting to Allianz Stadium via public transport including light rail and buses.
• TABminorGTM or Marketing PartnerTAB is a betting partner providing race and sports betting services at the venue.
• The Daily TelegraphminorGTM or Marketing PartnerMedia partner providing news coverage and content for Allianz Stadium events.
• UNSWminorGTM or Marketing PartnerUniversity of New South Wales partnership for community engagement and university events.
• WestfieldminorGTM or Marketing PartnerWestfield shopping centre partnership for retail and community connections.
• McGrath FoundationminorOthersCharity partner raising funds for breast care nurses. Sydney Cricket Ground hosts annual Pink Test fundraiser.
• Mark Hughes FoundationminorOthersCharity partner raising funds for brain cancer research. Venues NSW stadiums support NRL Beanie for Brain Cancer Round.
• Legacy AustraliaminorOthersCharity partner supporting families of Australian Defence Force personnel. Allianz Stadium hosts annual Anzac Day Cup.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Optus Stadium: 60,000-seat multi-purpose stadium in Perth, also government-owned; comparable in tier and use case for major sporting events, concerts, and community programming. Useful benchmark for modern Australian stadium economics.
• AAMI Park: 30,000-seat rectangular stadium in Melbourne serving A-League, rugby, and concerts; a comparable mid-sized rectangular venue and direct competitor for football codes and mid-tier touring events in the Australian market.
• Sydney Cricket Ground: The adjacent venue in the same Moore Park precinct, managed by the same Venues NSW entity, and shares event programming, F&B (Merivale), commercial partners, and ticketing infrastructure. They are essentially sister venues co-located and operated together.
• Adelaide Oval: 53,000-seat stadium in Adelaide operated by Adelaide Oval SMA; similar hybrid sports/entertainment venue with premium hospitality offerings, comparable partnership structures, and event-driven revenue model.
• Stadium Australia (Accor Stadium): Australia's largest rectangular stadium located at Sydney Olympic Park; directly competes for major NRL, A-League, and concert events in Greater Sydney. Largest-capacity venue (83,500) and primary alternative for Allianz Stadium-attractive tours and finals.
• Marvel Stadium: Privately-operated 53,000-seat rectangular stadium in Melbourne Docklands; Australia's other major rectangular venue and a direct competitor for touring concerts and sporting content. Demonstrates private-sector management model.

Regional players

• The Gabba: 42,000-seat Brisbane stadium, comparable in capacity to Allianz Stadium and competing for the same touring acts across the eastern seaboard; slated for redevelopment, providing a future competitive supply signal.
• Eden Park: 50,000-seat Auckland stadium and New Zealand's primary rectangular venue for rugby, football, and concerts; a trans-Tasman comparable in scale, event mix, and government-ownership structure.

Emerging players

• Qudos Bank Arena: 21,000-seat indoor arena at Sydney Olympic Park; the primary Sydney competitor for mid-tier concerts and indoor events that could otherwise be hosted at Allianz Stadium, particularly for shows with smaller production requirements.

Broad incumbents

• Tottenham Hotspur Stadium: 62,850-seat purpose-built London stadium with similar 360-degree concourse design, steep seating angles, and multi-purpose event use including NFL games and concerts; relevant international benchmark for modern rectangular stadium design and economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AllianzStadium
• Facebookfacebook.com/AllianzStadiumAU
• Instagraminstagram.com/allianzstadium
• LinkedInlinkedin.com/company/allianz-stadium-syd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Allianz Stadium