ICC Sydney Theatre just got a branding glow-up as TikTok Entertainment Centre.
The ICC Sydney Theatre has officially been renamed the TikTok Entertainment Centre, marking the first time the global entertainment platform has taken naming rights for any venue or stadium worldwide.
The multi-year agreement between ICC Sydney and TikTok reintroduces the venue with a new identity that many Sydneysiders are already shortening to “TikTok EntCent”, echoing the former name of the Entertainment Centre that operated from 1983 to 2015.
ICC Sydney CEO Adam Mather-Brown said the partnership extends far beyond branding. “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… TikTok is redefining how audiences discover and engage with live entertainment, and together we’re unlocking powerful new ways to connect with fans."
To mark the rebrand, the first event at the TikTok Entertainment Centre will be the TikTok Awards, launching 26 November and hosted by Sophie Monk – set to be the largest creator celebration ever held in Australia.
Since opening in 2016 as part of the International Convention Centre Sydney precinct, the performance space has grown to host 120 events annually, welcoming 500,000 guests and fans who contributed A$112 million in the local economy in the past year.
Global stars such as Bob Dylan, Stevie Nicks, Elton John, Cher, Lorde, Sting, and Seinfeld have all performed at the venue during their Australian tours, while Tim Minchin, Oprah, Kelsea Ballerini, The Wiggles, Mel Robbins, Guy Sebastian, and Jimmy Carr all taking to the TikTok Entertainment Centre stage over the next six months.
Outside the venue, the partnership also supports Dancers’ Alley Sydney, a public dance space with 33 street-facing mirrors designed for the local dance community. Its dedicated TikTok account has drawn more than 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. With TikTok as our partner, we’re setting the stage for a new era of entertainment in Sydney,” added Mather-Brown.