HBF extends naming rights of Perth's rectangular stadium
HBF and VenuesWest have announce a three-year extension to the existing naming rights partnership at HBF Park through to 2027, while the HBF brand will disappear from two other WA venues.
HBF Park, which serves as Perth’s premier rectangular stadium, was recognised as Australia’s Best Rectangular Stadium in the 2023 Stadium Awards recently held on Austadiums.
The 20,500-capacity stadium underwent significant improvements ahead of the 2023 FIFA Women’s World Cup in which it held five matches. Other events recently have included sold out Matildas 2024 Paris Olympic Games Qualifiers, Harry Styles and the Foo Fighters concerts, while continuing to serve as the home ground of the Perth Glory and Western Force.
The extension sees HBF’s naming rights at HBF Park move to almost 10 years. HBF and VenuesWest are committed to continue promoting sport and health at HBF Park and the extension further enables VenuesWest to support high performance sport and deliver world class experiences.
While renewing the naming rights at HBF Park, HBF’s naming rights agreement at HBF Stadium (Mount Claremont) and HBF Arena (Joondalup), which commenced in 2014, will come to their natural end.
HBF Stadium and HBF Arena will embrace new identities following the conclusion of their respective naming rights agreements with HBF. VenuesWest is currently exploring opportunities for the future naming of these high profile, high visitation Perth venues.
A transition period will be in place at both venues which will see the brand of ‘HBF’ remain in place, allowing time for VenuesWest to explore the market and plan for an exciting rebrand, to be announced in due course.
VenuesWest CEO David Etherton said, “We are very much looking forward to continuing to work with our valued partner for another three years at HBF Park.
“Naming rights such as these rarely last for as long as ten years and the fact that this one has, speaks volumes about the quality of these venues and the commitment that HBF and VenuesWest have to their members.”
Jarod Avila, HBF Acting Group Executive – Member Service said, “We are delighted to be extending our partnership with VenuesWest by extending naming rights at Australia’s Best Rectangular Stadium for another three years. We look forward to enriching this partnership and the experience for our members and community at HBF Park.
“We also thank VenuesWest for our long-term partnership at HBF Stadium and HBF Arena, where we have been privileged to support hundreds of sporting, concert, and community events over 10 years.”
