TikTok has acquired naming rights to a 9,000-seat entertainment venue in Sydney, marking the first time a social media platform has secured such a deal for a major global venue, per ContentGrip.

The venue, formerly known as the Aware Super Theatre, will now operate as the TikTok Entertainment Centre. Located at Sydney’s Darling Harbour within the US$1.5 billion International Convention Centre complex, the facility will host concerts and creator-driven shows under the multi-year agreement.

The deal includes hosting rights for TikTok’s annual TikTok Awards in 2025, 2026, and 2027. The platform described the agreement’s terms as “substantial”, but did not disclose specific financial details.

The rebranding package includes permanent venue signage and a dedicated TikTok lounge. The venue features a mirrored space called “Dancers Alley” that already has its own TikTok account.

Simon Bates, TikTok’s ANZ Head of Content, described the scope of the partnership: “Whether you love music, comedy, podcasts, or dance, there’s something for everyone at TikTok Entertainment Centre.”

The venue will use both TikTok Entertainment Centre and TikTok EntCent as brand names. The facility continues to operate as part of the International Convention Centre complex, which serves as a major events hub in Sydney’s central business district.

The naming rights deal follows Australia’s recent policy changes regarding social media platforms. The country is currently in the process of raising the minimum age requirement for social media accounts to 16.

TikTok has 9.5 million users in Australia.

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