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