ICC Sydney Theatre has officially become TikTok Entertainment Centre, marking the first time the global entertainment platform has become the naming rights partner for a venue or stadium anywhere in the world.
Venue and events operator Legends Global sourced and negotiated the partnership with TikTok on ICC Sydney’s behalf, resulting in the venue’s official renaming. The venue was also known as the Pyrmont Theatre.
The multi-year deal between ICC Sydney and TikTok is expected help boost tourism, drive the local economy, and connect fans with their favourite artists, from the biggest international acts to emerging creative talent.
A spokesperson for ICC Sydney said the partnership would showcase the venue to TikTok’s more than one billion users as a destination for conventions, entertainment, and ticketed experiences. Content creators who have built online communities would also have opportunities to connect with live audiences worldwide.
“This is far more than a naming rights deal, it’s a dynamic partnership with one of the world’s most innovative and future-focused entertainment platforms,” said ICC Sydney CEO, Adam Mather-Brown.
“TikTok is redefining how audiences discover and engage with live entertainment, and together we’re unlocking powerful new ways to connect with fans.”
Simon Bates, Head of Content for TikTok Australia and New Zealand, said the deal meant that the venue was now connected with the fastest growing entertainment platform in the world.
This is far more than a naming rights deal, it’s a dynamic partnership with one of the world’s most innovative and future-focused entertainment platforms.”
– ICC Sydney CEO, Adam Mather-Brown
Bates said the partnership would “breathe new life into Sydney’s entertainment scene and night-time economy”.
The first event to be held at the newly named theatre will the 2025 TikTok Awards hosted by singer-actor Sophie Monk, which got underway yesterday.
ICC Sydney’s performance space has grown to host 120 events annually, welcoming 500,000 guests and fans who spent A$112 million in the local economy in the past year.
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Emerging Sydney talent is also on display outside TikTok Entertainment Centre at Dancers’ Alley Sydney which has 33 mirrors installed for the local dance community, along with a dedicated TikTok account that has amassed over 256,000 views since launching in September.
“Our teams are united by a shared vision: to amplify creativity, deliver unforgettable experiences in Sydney, and make people cheer,” ICC Sydney CEO Mather-Brown added.
“With TikTok as our partner, we’re setting the stage for a new era of entertainment in Sydney.”
