Afterpay has taken over Qudos Bank Arena as naming rights partnership transforming the venue into Afterpay Arena.
The partnership, set to officially launch in the coming months with an initial five-year deal, will see the iconic Sydney Olympic Park venue become the first major entertainment destination in Australia to offer complete payment flexibility across the entire customer experience – from initial ticket purchase through to meal and merchandise transactions inside the venue.
New research commissioned by Afterpay reveals that access remains the defining challenge for Australia’s live entertainment industry: 94 per cent of cost-affected event-goers have missed events due to upfront payment barriers. The opportunity is clear – 58 per cent of consumers say they would be more likely to attend with flexible payment options available, and 74 per cent would spend more at venues that offer payment choice.
The partnership leverages Block’s complete payment ecosystem, bringing together Afterpay’s flexible payment solution for ticket purchases and Square’s integrated payments and POS platform across in-venue transactions. Fans can split ticket purchases across four interest-free instalments, while Square powers faster food, beverage, and merchandise transactions throughout the venue – minimising time away from the live experience and keeping fans where they came to be.
“Live experiences are one of the more meaningful ways people choose to spend their time. We wanted to be the brand that makes sure nothing gets in the way of that,” said Nick Molnar, co-founder and CEO of Afterpay.
“What we’ve built here is genuinely end-to-end – the flexibility starts when you buy your ticket and carries through to fans’ meal and a piece of merch on the night. Square’s technology makes every transaction as fast as possible, because every second you’re standing in line for merch is a second you’re not in the moment you came for.”
Since opening with Luciano Pavarotti in 1999, the Arena has become a landmark venue for live entertainment in Sydney, hosting the world’s leading artists from Billie Eilish to Rüfüs Du Sol to TWICE, major sporting events, comedy, family entertainment and cultural experiences. The arena’s 15 millionth ticket was sold during Linkin Park’s Tour 2026 World Tour, adding to the recognition by Billboard magazine as a Top Five Live Music Venue globally in 2025.
“We are obsessed with enhancing the guest experience at every interaction, and we know Afterpay’s popularity with Australian audiences means they now have another option to secure tickets,” said Harvey Lister, president and chief executive, Legends Global (Asia Pacific and Middle East).
“More than 1.1 million people walk through this Arena’s doors every year, and this partnership represents a significant evolution in how Australians access live entertainment. Afterpay’s five-year commitment is a genuine investment in Australian culture and in every single one of those fans.”
The physical transformation of the venue – including new external signage, interior refreshes, and fully integrated Afterpay and Square touchpoints throughout – is currently underway, with further milestones to be announced in the coming months. During this period, the venue will continue to be known as Qudos Bank Arena and will host its full calendar of world-class entertainment throughout the transition.
