FMG granted naming rights for Waikato Stadium

FMG granted naming rights for Waikato Stadium

Hamilton Mayor Julie Hardaker has welcomed a new naming rights sponsorship agreement for Waikato Stadium.

The agreement, announced today, will see FMG (Farmers Mutual Group) hold naming rights for the stadium for the next 10 years, with an option to extend the arrangement for a further five years. From October, the facility will be known as FMG Stadium Waikato.

FMG is New Zealand's leading rural insurer and is currently enjoying a period of growth across the country, and is one of New Zealand's most respected brands. It is owned by its rural policy holders, is constructing new offices in Hamilton, and will be increasing staffing numbers in the region.

"FMG is a well-respected organisation and the perfect fit for Waikato Stadium," Mayor Hardaker says.

"FMG is 100 per cent New Zealand owned and has a strong connection with rural New Zealand. The Council and FMG are significantly aligned to growth in the city and region. These factors made this agreement an attractive opportunity for Hamilton.”

Details of the financial aspects of the new commercial rights arrangement remain confidential, but Mayor Hardaker says the sponsorship will be good for the region.

"We're not selling the stadium. This is a naming rights sponsorship, and the facility will become known as FMG Stadium Waikato, keeping its strong regional identity and link to the Waikato."

A portion of FMG's investment will go toward enhancing the experience of patron and event participants.

Waikato Stadium was built on the site of what was formerly Rugby Park, and is home to the Chiefs Super Rugby Franchise and the Waikato Rugby Union. It formally opened in 2002, with a Super Rugby match between the Chiefs and the Crusaders. It is multi-purpose, having also hosted football (the FIFA U-20 World Cup 2015), rugby league, motorcycle stunt crews Crusty Demons and Nitro Circus, as well as American football (gridiron) and concerts.

Mayor Hardaker says Council is open to discussion with other organisations interested in similar arrangements for Seddon Park (the city's international cricket ground), and Claudelands.

"If would-be venue sponsors align with Council's goals and aspirations for the city, then we're keen to talk."

WAIKATO STADIUM FMG SPONSORSHIP AGREEMENT FACTSHEET

• A newly announced agreement which will see FMG‘s name added to Waikato Stadium – so it will be known as FMG Stadium Waikato.

• The agreement takes effect from October, 2015, and is for 10 years.

• FMG has an option to add a further five years to its sponsorship from 2025.

• The financial aspects of the agreement remain confidential, but a portion of FMG's sponsorship will go toward enhancing patron and event participant experience at the stadium.

• FMG is a well-known and well-respected New Zealand brand, 100 per cent owned by its rural policy holders.

• FMG's strong reputation in the financial services sector and it's prominence in rural communities – including the Waikato – is seen as an excellent fit for the stadium and Hamilton City Council.

• FMG's brand will feature in revised marketing and promotional material for the stadium and will also feature at the stadium itself.

• The stadium site has a lengthy history and a number of key contributors, stakeholders and individuals have been consulted before Council committed to this new naming rights deal.

• Naming rights deals are common across the sporting stadium sector in Australasia, and Seddon Park – the city's international cricket ground – has previously had a naming rights sponsor.

• Hamilton City Council is open to discussions with any organisations interested in exploring naming rights opportunities for Seddon Park or Claudelands, and with goals, aspirations and plans for the city that match those of Council.

ENDS

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