Qudos Bank Arena is best known for hosting world-class live entertainment as Australasia’s premier indoor venue – but we also work hard behind the scenes to make a difference in our community.

Owned by TEG and operated by Legends Global, the Arena has worked closely with our Corporate Responsibility Partners throughout 2025 to identify opportunities to help those most in need, making significant cash donations and making dreams come true with ticket offers to major events.

In this, the Month of Giving – a global initiative of Legends Global that binds teams across our 450-venue network and encourages each venue to go that extra mile for our communities – the Qudos Bank Arena team can confirm:

  • $114,000 in donations to our CSR partners Foodbank NSW & ACT, Gotcha4Life and Starlight Children’s Foundation from the Arena’s cloaking proceeds. Each time you store your bags or coats and jackets in our Cloak Rooms, you are helping us to help those in need;
  • Granting the wishes of children doing it tough – enabling them to see their favourite artists live by facilitating event entry and safe seating at major events for the Starlight Children’s Foundation;
  • More than 800kg of surplus food from our events throughout the year donated in support of the Foodbank NSW & ACT food drive, filling hungry tummies across Greater Sydney.
  • A donation of food in support of the Murama Youth Summit in Sydney Olympic Park, which brings together indigenous youth to celebrate their culture, connect them with elders and each other, and empower them to become leaders in their communities;
  • Premium seats to the Lenny Kravitz concert auctioned in support of the Neonatal Intensive Care Unit at the Westmead Children’s Hospital, raising $2000. The Arena works in charity partnership with The Westmead Children’s Hospital Foundation;
  • In support of mental health, our staff donned T-shirts promoting our favourite Aussie bands as part of AusMusic – T-Shirt Day, helping to raise funds for music industry workers doing it tough.

Qudos Bank Arena Acting General Manager, Michael Cox, said: “We take our corporate social responsibility seriously at Qudos Bank Arena and recognise the unique opportunity we have to make a genuine difference in our community.

“We are thrilled to have worked with Foodbank NSW & ACT, Gotcha4Life and Starlight Children’s Foundation throughout 2025. These organisations align with our business values and our promise to create a lasting and positive impact.

“The past 12 months have featured a whirlwind of events and activity at Qudos Bank Arena and we are grateful to have had the opportunity to give back to our community.”

Foodbank NSW & ACT CEO, John Robertson, said: “We are incredibly grateful to be part of Qudos Bank Arena’s Month of Giving campaign. Their generous support and food drive efforts will allow us to provide much-needed food for communities right across NSW and the ACT, especially in the lead-up to Christmas, which we know is a particularly tough time for many families struggling to put a meal on the table or fill hungry tummies during school holidays.

“We thank Qudos Bank Arena for their ongoing support of Foodbank NSW & ACT and their commitment to supporting those in our community doing it tough.”  

Gotcha4Life CEO, Belinda Elworthy, said: “Gotcha4Life is deeply grateful to Qudos Bank Arena for their continued commitment to building a mentally fit future where no-one worries alone. This vital partnership enables school communities to access mental fitness programs and resources that build emotional muscles, deepen social connection, and encourage help-seeking behaviour for students, teachers and families.”

Starlight Children’s Foundation Australia CEO, Louise Baxter, said: “Starlight’s partnership with Qudos Bank Arena, is very special for us in terms of what they help us achieve for seriously ill children. They are all about the positive distraction of great entertainment and family fun and this aligns perfectly with Starlight’s mission of brightening lives of seriously ill children.

“The team at Qudos ensures that whenever our Starlight Children are ‘in the house’, they are treated like the VIP’s they truly are. We thank the team at Qudos Bank Arena for their ongoing support of Starlight children helping us to be a light in some of their darkest times.”

 ‘We make a living by what we get, but we make a life by what we give.’

ABOUT QUDOS BANK ARENA

Qudos Bank Arena is Australasia’s number 1 venue for live entertainment and largest indoor arena, located in Sydney Olympic Park. As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually.

ACKNOWLEDGEMENT OF COUNTRY

Qudos Bank Arena acknowledges that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories.

ABOUT LEGENDS GLOBAL

Legends Global is the premier partner to the world’s greatest live events, venues, and brands. We deliver a fully integrated solution of premium services, including feasibility and consulting, project development, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Our white-label approach ensures our partners remain front and centre while we harness the power of our global network – including over 450 venues, 20,000 events, and 165 million guests annually – to enhance their business and guest experience. To learn more, visit us at www.LegendsGlobal.com and follow us on LinkedIn and Instagram.

LEGENDS GLOBAL (APAC and MENA)

From its APAC regional headquarters in Brisbane, Australia, Legends Global operates, manages and books a network of venues that includes:

Stadiums – Suncorp Stadium, Brisbane; Kai Tak Sports Park Main Stadium, Hong Kong; and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth ;

Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre, TikTok Entertainment Centre; Brisbane Convention & Exhibition Centre Great Hall; Cairns Arena, Bangkok Arena (under construction); Coca-Cola Arena, Dubai; and Kai Tak Sports Park Indoor Arena, Hong Kong;

Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai, and Kuala Lumpur;

Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrain, and Riyadh.

ABOUT TEG

TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.

Qudos Bank Arena and Accor, Australia’s largest hotel operator, have extended their partnership for a further three years.

Originally established in 2019, the partnership has continued to evolve, with Accor increasing investment – reaffirming its commitment to major events and creating memorable experiences beyond the hotel stay.

Owned by TEG and operated by Legends Global, the Arena recently celebrated 25 years of live entertainment. As of November 2025, the venue has welcomed over 1.1 million attendees across more than 115 events year to date. A stellar summer line-up of global artists is also on the way, including Doja Cat, Lewis Capaldi, YUNGBLUD and The Lumineers.

As part of the renewed agreement, Accor will gain expanded marketing and engagement rights, including enhanced in-venue advertising, eDM campaigns, and broader fan engagement opportunities – reaching more concertgoers than before.

Accor Pacific Chief Operating Officer, Adrian Williams said, “Events and concerts play a vital role in people’s lives as well as energising cities, filling hotels, and supporting local tourism. Our partnership with Qudos Bank Arena is about extending that impact and creating experiences that go beyond the stage, strengthening the connection between great entertainment, hospitality, and travel.”

In celebrating the partnership extension, Michael Cox, Deputy General Manager of Qudos Bank Arena, said the relationship with Accor reflects a shared commitment to excellence.

“We are thrilled to continue our partnership with Accor, a brand that aligns perfectly with our mission to deliver unforgettable experiences,” Cox said. “Together, we’re creating moments that go beyond the event itself – offering fans the comfort, luxury and excitement that Accor and Qudos Bank Arena can provide.”

To mark the renewed partnership, Accor – through its ALL Accor loyalty program – has launched the ‘Instant Suite Upgrade’ competition, giving fans attending events at the Arena the chance to be instantly upgraded to the exclusive Accor Corporate Suite to enjoy the show in style. The activation highlights the benefits of ALL Accor, rewarding members while elevating the live entertainment experience. Entertainment, particularly live sports and concerts, is one of the most popular ways ALL Accor members use their reward points. The program allows members to be rewarded for a wide range of experiences, and through partnerships like Qudos Bank Arena, Accor provides members with exclusive access to premium tickets and suites – creating unforgettable moments. From luxury to economy, Accor operates more than 20 international brands across Australia, New Zealand, Fiji and French Polynesia, including Sofitel, MGallery, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Handwritten Collection, Novotel, TRIBE, Mercure, BreakFree, ibis, ibis Styles and ibis budget, as well as Ennismore’s 25hours, Hyde, SO/ and Mondrian. Visit ALL.com

ABOUT QUDOS BANK ARENA

Qudos Bank Arena is Australasia’s number 1 venue for live entertainment and largest indoor arena, located in Sydney Olympic Park. As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually.

ACKNOWLEDGEMENT OF COUNTRY

Qudos Bank Arena acknowledges that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories.

ABOUT LEGENDS GLOBAL

Legends Global is the premier partner to the world’s greatest live events, venues, and brands. We deliver a fully integrated solution of premium services, including feasibility and consulting, project development, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Our white-label approach ensures our partners remain front and centre while we harness the power of our global network – including over 450 venues, 20,000 events, and 165 million guests annually – to enhance their business and guest experience. To learn more, visit us at www.LegendsGlobal.com and follow us on LinkedIn and Instagram.

LEGENDS GLOBAL (APAC and MENA)

From its APAC regional headquarters in Brisbane, Australia, Legends Global operates, manages and books a network of venues that includes:

Stadiums – Suncorp Stadium, Brisbane; Kai Tak Sports Park Main Stadium, Hong Kong; and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth ;

Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre, ICC Sydney Theatre; Brisbane Convention & Exhibition Centre Great Hall; Cairns Arena, Bangkok Arena (under construction); Coca-Cola Arena, Dubai; and Kai Tak Sports Park Indoor Arena, Hong Kong;

Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai, and Kuala Lumpur;

Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrain, and Riyadh.

ABOUT ACCOR

Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,700 hotels & resorts, 10,000 food & beverage venues, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as lifestyle with Ennismore. ALL Accor, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay, gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor’s mission is reflected in the Group’s purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.

ABOUT TEG

TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.

Qudos Bank Arena proudly hosted bstreetsmart 2025 from 5–7 August, Australia’s largest youth road safety education event, welcoming thousands of students from across New South Wales. The event is designed to inspire safer driving habits among young people aged 16–25 and reduce road trauma through education and awareness.

Owned by TEG and operated by Legends Global, Qudos Bank Arena has been the home of bstreetsmart for over two decades. Organised by the Westmead Hospital Trauma Department, the event blends live crash re-enactments, survivor stories, and interactive exhibits to highlight the devastating consequences of risky driving behaviours.

“Nearly half a million participants over the past 21 years have attended this incredibly important event,” said Terrence Trujillo, Director of Commercial at Qudos Bank Arena. “We’re proud to work alongside Westmead and bstreetsmart and look forward to many more years of supporting them for youth road safety.”

At the heart of bstreetsmart, supported by Westmead Hospital Foundation, is a dramatic live crash re-enactment, where students witness the critical moments following a road accident. First responders—including paramedics, police, and fire crews—demonstrate how lives are saved in real time.

Dr. Ken Harrison, trauma doctor and long-time event narrator, shared: “In hospital, we only ever offer the ‘least worst option’ after a crash. The best option is prevention—the car not hitting the tree in the first place. To me, bstreetsmart reduces my workload. That’s why I’ve been narrating this event for all 21 years.”

“As a firefighter and instructor for over 30 years, I’ve seen too many young lives lost in crashes,” said Peter Cohen from Fire & Rescue NSW. “This event is a chance to help prevent even one tragedy. It’s not just about drivers—it’s about passengers too, like choosing not to get into a car if you don’t feel safe. Losing lives on the road is unacceptable.”

bstreetsmart extends beyond the event itself, offering ongoing resources and partnerships with schools to promote a culture of road safety. By addressing key risk factors such as speeding, drink and drug driving, and distraction, the program plays a vital role in shaping safer roads and saving lives across the state.

“We know the event has long-term impact,” said Julie Seggie, Co-founder and Director of bstreetsmart. “Many of our actors today attended as students and were so moved they returned to contribute. We continue to hear stories years later about how bstreetsmart influenced life decisions and friendships into adulthood.”

To learn more about bstreetsmart and its mission, visit https://bstreetsmart.org/.

ABOUT QUDOS BANK ARENA

Qudos Bank Arena is Australasia’s number 1 venue for live entertainment and largest indoor arena, located in Sydney Olympic Park. As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually.

ACKNOWLEDGEMENT OF COUNTRY

Qudos Bank Arena acknowledges that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories.

ABOUT LEGENDS GLOBAL

Legends Global is the premier partner to the world’s greatest live events, venues, and brands. We deliver a fully integrated solution of premium services, including feasibility and consulting, project development, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Our white-label approach ensures our partners remain front and centre while we harness the power of our global network – including over 450 venues, 20,000 events, and 165 million guests annually – to enhance their business and guest experience. To learn more, visit us at www.LegendsGlobal.com and follow us on LinkedIn and Instagram.

LEGENDS GLOBAL (APAC and MENA)

From its APAC regional headquarters in Brisbane, Australia, Legends Global operates, manages and books a network of venues that includes:

Stadiums – Suncorp Stadium, Brisbane; Kai Tak Sports Park Main Stadium, Hong Kong; and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth ;

Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre, ICC Sydney Theatre; Brisbane Convention & Exhibition Centre Great Hall; Cairns Arena, Bangkok Arena (under construction); Coca-Cola Arena, Dubai; and Kai Tak Sports Park Indoor Arena, Hong Kong;

Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai, and Kuala Lumpur;

Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrain, and Riyadh.

ABOUT TEG

TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.

Qudos Bank Arena, owned by TEG and proudly operated by ASM Legends, in partnership with multicultural marketing agency CulturalPulse, is proud to announce it has received a Merit Award for Campaign of the Year at the 10th Annual TechDiversity Awards, held in Melbourne on November 14.

Qudos Bank Arena’s Deputy General Manager, Michael Cox says this recognition celebrates a transformative initiative that redefined how the Arena connects with multicultural audiences.

“With approximately 15 per cent of concerts now multicultural, and the Arena located within 10km of communities where 75 per cent of residents have at least one parent born overseas, our team identified a clear opportunity to better serve these diverse audiences,” he said.

“This recognition shows that astute, forward thinking market leaders like Qudos Bank Arena understand that true insights, customer empathy, and community-driven strategies not only deliver strong financial returns, but also strengthen social cohesion and create lasting community value.” Reg Raghavan, CEO, CulturalPulse.

Despite strong commercial performance, including four of the Top 10 concerts by average ticket in 2023, customer satisfaction for multicultural concerts was found to be up to 90 per cent lower than other concerts – highlighting a need for change.

In response, Qudos Bank Arena partnered with CulturalPulse and leveraged AskGenie’s advanced segmentation and analytics to gain deeper insights into audience needs.

“Together, we developed and delivered a strategy rooted in authenticity and inclusion — embedding culturally tailored touchpoints across every stage of the customer journey, from communications and content to food offerings, signage, staffing, and community engagement.”

Cox believes the results have been transformative.

“What began as a pilot is now embedded in operations. This campaign is not just a milestone, it’s a blueprint for the future and a new standard for inclusive business practices in the entertainment industry.”

To find out more click here.

ABOUT QUDOS BANK ARENA

Qudos Bank Arena is Australasia’s number 1 venue for live entertainment and largest indoor arena, located in Sydney Olympic Park.  As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually.

ACKNOWLEDGEMENT OF COUNTRY

Qudos Bank Arena acknowledges that we are on Wangal land.  This land connects us all to the past and the future.  We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories.

ABOUT LEGENDS ASM GLOBAL

Legends ASM Global is the world’s leading venue management company and producer of live event experiences. Merged with Legends in 2024, with over 400 premier venues worldwide, Legends ASM invests and operates in the world’s most important stadiums, arenas, convention centers, and theaters, including entertainment districts and mixed-use developments.

The merged company produces over 20,000 live events annually, welcoming more than 164 million guests each year. As the global leader in content programming and revenue optimization, our best-in-class management leverages the latest data-driven marketing strategies to deliver maximum value and profitability for venue owners.

Legends ASM Global is also the world’s largest owner/operator of sports stadiums with a portfolio of 28 of the most iconic stadiums under management, including LA’s SoFi Stadium, AT&T Stadium in Dallas, Allegiant Stadium in Las Vegas, Yankee Stadium in New York, Suncorp Stadium in Brisbane, Optus Stadium in Perth, and Kai Tak Stadium in Hong Kong.

For more information visit Legends.net

LEGENDS ASM GLOBAL (APAC and MENA)

From its APAC regional headquarters in Brisbane, Australia, Legends ASM Global operates, manages and books a network of venues that includes: 

  • Stadiums – Suncorp Stadium, Brisbane; Kai Tak Sports Park Main Stadium, Hong Kong; and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth
  • Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre; ICC Sydney Theatre; Brisbane Convention & Exhibition Centre Great Hall; Cairns Arena; Bangkok Arena (under construction); Coca-Cola Arena, Dubai; and Kai Tak Sports Park Indoor Arena, Hong Kong and soon in Riyadh
  • Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai, and Kuala Lumpur;
  • Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrain, and Riyadh;

ABOUT TEG


TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.

The famous MG Motor brand will be front and centre at future events staged at Australasia’s premier entertainment venue following the announcement of a three-year partnership today.

With Qudos Bank Arena regularly welcoming over one million fans a year to live events and having recently been named the No.1 venue globally in Pollstar’s Venue of the Month awards (March 2025, 15,001 to 30,000 capacity), MG Motor will have the opportunity to showcase its stunning range of vehicles to a wide and diverse range of potential consumers.

Qudos Bank Arena, which last November celebrated 25 years of live entertainment in the heart of Greater Sydney, is owned by TEG and proudly operated by Legends ASM Global.

In welcoming MG Motor to the Qudos Bank Arena family, Deputy General Manager Michael Cox said the two brands shared the same community values.

“We are proud to welcome the storied MG Motor brand to our venue. Like MG, our team at Qudos Bank Arena is focused on delivering premium experiences that exceed expectations,” he said.

“We are also both fuelled by a commitment to community, sustainability and innovation, which makes forming a commercial partnership all the more significant and effective.”

MG Motor last year celebrated 100 years of manufacturing and is a renowned brand throughout the world for quality, affordability and design appeal.

Peter Ciao, MG Motor Australia CEO also sees a natural fit, “At MG Motor we’re all about delivering exceptional experiences for our growing MG Family in Australia. That’s why partnering with Qudos Bank Arena makes so much sense. It’s a place where memories are made, and that aligns beautifully with our community. We’re proud to stand beside such a dynamic venue that makes world class events possible here in Australia, where people come to be inspired, entertained, and connected – values that sit at the heart of our brand”

From today, event goers arriving at Qudos Bank Arena will have the opportunity to view a new MG car as part of venue activations in the Grand Foyer. MG will also have a dedicated Private Corporate Suite at the Arena to host key stakeholders and will be the Presenting Partner of exclusive VIP parking at the venue.

Ciao added, “It has been a busy year for MG Motor Australia and we’re excited to have the chance to showcase our flagship and new models to fans when they visit Qudos Bank Arena”.

Qudos Bank Arena, Australasia’s largest and most diverse indoor Arena, has set new attendance records in 2025 as some of the biggest stars in entertainment make a beeline to Sydney Olympic Park.

From the whirlwind of UFC 312 sporting action to a superstar line-up of music icons such as Bryan Adams, Drake, Billie Eilish, Kylie Minogue, Dua Lipa and Katy Perry, recent events have captivated live entertainment fans and brought thousands of visitors to Sydney. 

Billie Eilish’s Hit Me Hard and Soft Tour drew record-breaking crowds to Qudos Bank Arena, with more than 79,000 fans attending across four shows. Three of those performances surpassed the venue’s single-event attendance record, previously held for 18 years by Justin Timberlake’s FutureSex/LoveShow.

The big events will continue to roll out throughout 2025 and beyond, with this month alone hosting events that appeal to a diverse range of fans, including Hot Wheels Monster Trucks Live: Glow-N-Fire (16 and 17 August), country singer-songwriter Keith Urban’s High and Alive World Tour (22 and 23 August), Chromakopia The World Tour featuring American rapper Tyler, the Creator (26, 27 and 28 August), singer-songwriter and guitarist Paul Kelly (30 August) and the iconic Cirque Du Soleil: Corteo (4 – 14 September) and Pavlos Giannakopoulos Tournament (21 and 22 September). The Sydney Kings are back for another NBL season at Qudos Bank Arena, with their 2025/26 campaign getting underway 28 September, while the Sydney Flames will also play three blockbusters at QBA in their WNBL season. The full line-up of confirmed events for 2025 is available at www.qudosbankarena.com.au with more exciting announcements to come.

ABOUT QUDOS BANK ARENA

Qudos Bank Arena is Australasia’s number 1 venue for live entertainment and largest indoor arena, located in Sydney Olympic Park.  As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually.

ACKNOWLEDGEMENT OF COUNTRY

Qudos Bank Arena acknowledges that we are on Wangal land.  This land connects us all to the past and the future.  We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories.

ABOUT MG MOTOR 

MG Motor Australia launched in 2016 and quickly gained influence within the domestic landscape. Driving forward, MG is committed to developing and launching new and exciting models that are designed to meet the motoring needs and lifestyles of all Australian motorists. MG is owned by global vehicle manufacturer SAIC, who delivered over 5 million vehicles in 2023 and ranked 93rd on the 2024 Fortune Global 500 list.

In 2024 MG Motor Australia was ranked 7th in terms of sales* and successfully retained the title of Australia’s best-selling light hatchback and compact SUV* for the MG3 and MG ZS respectively. Additionally, the all-electric MG4 was crowned the 2023 winner of carsales Car of the Year.

In 2024 and 2025 the brand’s focus on driving innovation was demonstrated through the launch of new Hybrid vehicles including the MG3 and MG ZS, a centenary celebration nod to the brand’s legacy with the globally awarded all-electric Cyberster and in 2025 the Intelligence in Motion – IM presented by MG – premium brand with its IM5 and IM6 flagship models.

From humble beginnings in a garage in Oxford, England in 1924 to 100+ years later today, MG remains committed to driving innovation within the automotive industry.

*Based on VFACTS National Report for new vehicle sales in 2024

ABOUT LEGENDS ASM GLOBAL

Legends ASM Global is the world’s leading venue management company and producer of live event experiences. Merged with Legends in 2024, with over 400 premier venues worldwide, Legends ASM invests and operates in the world’s most important stadiums, arenas, convention centers, and theaters, including entertainment districts and mixed-use developments.

The merged company produces over 20,000 live events annually, welcoming more than 164 million guests each year. As the global leader in content programming and revenue optimization, our best-in-class management leverages the latest data-driven marketing strategies to deliver maximum value and profitability for venue owners.

Legends ASM Global is also the world’s largest owner/operator of sports stadiums with a portfolio of 28 of the most iconic stadiums under management, including LA’s SoFi Stadium, AT&T Stadium in Dallas, Allegiant Stadium in Las Vegas, Yankee Stadium in New York, Suncorp Stadium in Brisbane, Optus Stadium in Perth, and Kai Tak Stadium in Hong Kong.

For more information visit Legends.net

LEGENDS ASM GLOBAL (APAC and MENA)

From its APAC regional headquarters in Brisbane, Australia, Legends ASM Global operates, manages and books a network of venues that includes: 

  • Stadiums – Suncorp Stadium, Brisbane; Kai Tak Sports Park Main Stadium, Hong Kong; and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth
  • Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre; ICC Sydney Theatre; Brisbane Convention & Exhibition Centre Great Hall; Cairns Arena; Bangkok Arena (under construction); Coca-Cola Arena, Dubai; and Kai Tak Sports Park Indoor Arena, Hong Kong and soon in Riyadh
  • Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai, and Kuala Lumpur;
  • Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrain, and Riyadh;

ABOUT TEG


TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.

Qudos Bank Arena, a TEG venue and proudly operated by ASM Global, has reaffirmed its dedication to respecting, celebrating, and acknowledging Australia’s Aboriginal and Torres Strait Islander communities with the launch of its Reflect Reconciliation Action Plan.

The land now known as Sydney Olympic Park has been home to the Wangal people for thousands of years. The nearby estuary of Homebush Bay provided the Wangal people with all the food and resources they needed, as well as a means to travel by water.  

Since its inception in 1999 and in preparation for the Sydney 2000 Olympic and Paralympic Games, Qudos Bank Arena has acknowledged and recognised the local Traditional Custodians; Elders past, present and emerging.   

Qudos Bank Arena is excited to be taking another step toward integrating the region’s rich history with the modern Sydney story – working closely with RAP Advisor, Dr Lana Leslie, Gomeroi woman and Managing Director of Gunnedah Hill Business Solutions. The plan will serve as a public declaration of the Arena’s commitment to reconciliation and contributing to effective relationships with First Nations peoples. 

Qudos Bank Arena RAP Working Group Chairperson Michael Cox said: “The launch of the Arena’s RAP is a significant achievement that seeks to strengthen the relationships we have between Aboriginal and Torres Strait Islander peoples and non-Indigenous peoples. 

“This Plan will guide our efforts to drive meaningful change, both within our organisation and in the communities we serve.” 

The official launch of the RAP took place on 28 May at Qudos Bank Arena, during National Reconciliation Week. 

The event brought together key figures from the Aboriginal and Torres Strait Islander community, featuring a smoking ceremony by Ayoola Shogunle, Wiradjuri and Gomeroi man and Cultural Officer at Jarara Cultural Centre; a captivating dance performance by the Wagana Dancers; and a thought-provoking panel discussion on National Reconciliation Week with Elder Aunty Elly Chatfield, Gomeroi woman and artist, poet and actor, and Ayoola Shogunle, facilitated by Dr. Leslie. The event culminated in the unveiling of Qudos Bank Arena’s Reconciliation Action Plan artwork, created by artist John Hunter, Gomeroi and Wiradjuri man and Co-Chair of the Murama Healing Circle in Sydney Olympic Park. 

The artwork, ’On Country, Together’, created by John Hunter for the Arena’s RAP, is a vibrant tribute to the cultural heritage and enduring connections of local Aboriginal peoples. Part of the “Reflect” Reconciliation Action Plan, it symbolises kinship, community, and the deep relationship Aboriginal peoples have with Country.

'On Country, Together' by John Hunter

‘On Country, Together’
By: John Hunter

The central circle represents the Arena itself, and the U-shaped figures encircling it embody the people coming together, portraying a diverse community that is united in celebration and reflection.  The artwork also features a seating map and pathways with footprints, illustrating patrons arriving from all parts of New South Wales to share experiences. Layered colours represent key elements of the land, rivers, forests, and the night sky, highlighting the connection to Country. The blue at the bottom signifies the Parramatta River and its camps, while the yellow and green reflect the vegetation of the mangroves, salt marsh and forests. 

The handprints and stencils at the top of the artwork serve as a powerful representation of connection to place and ‘Country’. They honour the Traditional Custodians of the land and reflect the contributions of the RAP working group, united in purpose. The handprints also symbolise the Arena’s patrons, participating in various events which bring the community together.  
 
The circular form of the Arena, depicted in white, represents the dynamic engagement of its visitors, illuminated by the lights of celebration. Fireworks and music notes echo the vibrancy and joy of the many events hosted at the Arena, while the grey lines above convey the energy that permeates throughout the site.

This artwork pays tribute to over 65,000 years of gathering on Wangal Country, honouring the past while celebrating the present day and a collective future. It invites all to reflect on our shared connections and the ongoing journey towards reconciliation. 

To find out more about the Qudos Bank Arena RAP, click here.

ABOUT QUDOS BANK ARENA

Qudos Bank Arena is Australasia’s number 1 venue for live entertainment and largest indoor arena, located in Sydney Olympic Park.  As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually. 

ACKNOWLEDGEMENT OF COUNTRY

Qudos Bank Arena acknowledges that we are on Wangal land.  This land connects us all to the past and the future.  We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories. 

ABOUT ASM GLOBAL

ASM Global is the world’s leading venue management company and producer of live event experiences. Acquired by Legends in 2024, with over 400 premier venues worldwide, ASM Global operates and invests in the world’s most important stadiums, arenas, convention centers, and theaters, including entertainment districts and mixed-use developments. 

We produce over 20,000 live events annually, welcoming more than 164 million guests each year. As the global leader in content programming and revenue optimization, our best-in-class management leverages the latest data-driven marketing strategies to deliver maximum value and profitability for venue owners.

ASM GLOBAL (APAC and MENA)

From its APAC and MENA regional headquarters in Brisbane, Australia, ASM Global operates and books a network of venues that includes: 

  • Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre; ICC Sydney Theatre; Brisbane Convention & Exhibition Centre, Great Hall; Cairns Arena; Bangkok Arena (under construction); Coca-Cola Arena, Dubai; Kai Tak Sports Park Indoor Arena, Hong Kong; and Axiata Arena, Kuala Lumpur;
  • Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai and Kuala Lumpur;
  • Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrain, and Riyadh; 
  • Stadiums – Suncorp Stadium, Brisbane; National Stadium at Bukit Jalil, Kuala Lumpur; Kai Tak Sports Park Main Stadium, Hong Kong; and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth 
  • King Abdullah Financial District Conference Center, Riyadh
  • Boutique Meeting Facilities in Expo City, Dubai.

For more information, visit asmglobal.com

ABOUT TEG
 

TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney. 

Sydney, 4 March 2025.  Qudos Bank Arena, a TEG venue and proudly operated by ASM Global, has celebrated the end of the Billie Eilish Hit Me Hard and Soft Tour by breaking the long-standing single event attendance record previously set by Justin Timberlake for the FutureSex/LoveShow Tour 18 years prior.

The new record that was set on 28 February 2025 boasted 21,001 attendees, eclipsing the previous mark of 20,839 held by Timberlake for the 13 November 2007 show.

The Hit Me Hard and Soft Tour at Qudos Bank Arena was so popular that 3 of the 4 dates performed by the nine-time Grammy Award winning singer-songwriter eclipsed the previous Arena attendance record.

The record-breaking Tour is part of the current whirlwind run of events at Qudos Bank Arena that commenced in February with UFC 312 breaking the Arena Box Office record that has led into a superstar line-up of music icons including Bryan Adams, Drake, Kylie Minogue, Chris Stapleton, Dua Lipa and Cody Johnson along with performances from Keshi, Eason Chan, Falling In Reverse, comedian Russell Peters and boxer George Kambosos Jr making his long-awaited homecoming over a 6 week period.

Qudos Bank Arena General Manger Steve Hevern said “Live entertainment is thriving and the phenomenal results we are seeing from this current run of events are testament to that.  These events captivate live entertainment fans and bring thousands of visitors to Sydney adding to its vibrancy and with substantial economic impact”.

The full line-up of confirmed events for 2025 is available at www.qudosbankarena.com.au 

_______________________________________________________ 

ABOUT QUDOS BANK ARENA 
Qudos Bank Arena is Australasia’s 1# and largest indoor entertainment arena, located in Sydney Olympic Park. As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually. 

ACKNOWLEDGEMENT OF COUNTRY   
Qudos Bank Arena acknowledges that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories. 

ABOUT ASM GLOBAL 
ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of over 400 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.  

Follow us on Facebook, Instagram, LinkedIn and X. Visit asmglobal.com 

ASM GLOBAL (APAC and MENA) 
From its APAC and MENA regional headquarters in Brisbane, Australia, ASM Global operates and books a network of venues that includes:  

– Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre; ICC Sydney Theatre; Brisbane Convention & Exhibition Centre, Great Hall; Cairns Arena; Bangkok Arena (under construction); Coca Cola Arena, Dubai; Kai Tak Sports Park Indoor Arena (under construction), Hong Kong; and Axiata Arena, Kuala Lumpur; 
– Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai and Kuala Lumpur; 
– Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrainand Riyadh; 
– Stadiums – Suncorp Stadium, Brisbane; National Stadium at Bukit Jalil, Kuala Lumpur; Kai Tak Sports Park Main Stadium, Hong Kong (under construction); and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth 
– King Abdullah Financial District Conference Center, Riyadh 
– Boutique Meeting Facilities in Expo City, Dubai. 

For more information, visit asmglobal.com 

ABOUT TEG
 
TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.

Qudos Bank Arena, Australia’s largest and most diverse indoor Arena, will host an extravaganza of events in the first quarter of 2025 as some of the biggest stars in entertainment make their way to Sydney. 

From the whirlwind of UFC 312 action to a superstar line-up of music icons such as Bryan Adams, Drake, Billie Eilish, Kylie Minogue and Dua Lipa, the events will captivate live entertainment fans and bring thousands of visitors to Sydney. 

Owned by TEG and proudly operated by ASM Global, Qudos Bank Arena celebrated 25 years of bringing live entertainment to NSW late last year and the world-class events keep rolling at the Sydney Olympic Park venue in 2025. 

In the next two months alone, the Arena will host: 

  • An epic return of Ultimate Fighting Championship to Australia on 9 February, with UFC 312 featuring Du Plessis v Strickland as the main card among a stunning line-up of UFC bouts; 
  • The return of Bryan Adams, one of the best-selling music artists of all time, with his So Happy It Hurts Tour on 12 February; 
  • Five-time Grammy-award winning and platinum global artist Drake bringing The Anita Max Win Tour to Sydney on 16-17-19-20 February, plus 7 March; 
  • Hugely popular singer-songwriter Billie Eilish with her Hit Me Hard and Soft: The Tour unfolding before the release of her third studio album in May. Billie’s tour dates are 24, 25, 27 and 28 February; 
  • Australia’s own international music icon Kylie Minogue will bring her Tensions Tour to Sydney from 1-3 March – Kylie’s biggest Tour in 14 years; 
  • Country music superstar Chris Stapleton with his All American Road Show on 4-5 March; 
  • Global pop powerhouse Dua Lipa with her Radical Optimisation Tour on 26-28-29 March.

Additionally, the Sydney Kings will continue their charge toward the NBL Finals, with the mighty Kings chasing a third NBL championship in four seasons.  

Qudos Bank Arena General Manager Steve Hevern said: “We expect to welcome close to 1 million fans at our events in 2025 and are thrilled to be presenting such a diverse line-up of events. The first three months alone will feature a galaxy of international sporting stars and musicians that will be a welcome addition to Sydney’s vibrant live entertainment and provide special moments for so many people.” 

The smorgasbord of sport and entertainment action at the Arena – in tandem with a host of other events across Greater Sydney – will provide a boon for the State’s visitor economy. Fans travelling to Sydney for the events are encouraged to book their accommodation early. 
 

The full line-up of confirmed events for 2025 is available at www.qudosbankarena.com.au 

_______________________________________________________ 

ABOUT QUDOS BANK ARENA 
Qudos Bank Arena is Australasia’s 1# and largest indoor entertainment arena, located in Sydney Olympic Park. As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually. 

ACKNOWLEDGEMENT OF COUNTRY   
Qudos Bank Arena acknowledges that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories. 

ABOUT ASM GLOBAL 
ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of over 400 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.  

Follow us on Facebook, Instagram, LinkedIn and X. Visit asmglobal.com 

ASM GLOBAL (APAC and MENA) 
From its APAC and MENA regional headquarters in Brisbane, Australia, ASM Global operates and books a network of venues that includes:  

– Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre; ICC Sydney Theatre; Brisbane Convention & Exhibition Centre, Great Hall; Cairns Arena; Bangkok Arena (under construction); Coca Cola Arena, Dubai; Kai Tak Sports Park Indoor Arena (under construction), Hong Kong; and Axiata Arena, Kuala Lumpur; 
– Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai and Kuala Lumpur; 
– Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrainand Riyadh; 
– Stadiums – Suncorp Stadium, Brisbane; National Stadium at Bukit Jalil, Kuala Lumpur; Kai Tak Sports Park Main Stadium, Hong Kong (under construction); and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth 
– King Abdullah Financial District Conference Center, Riyadh 
– Boutique Meeting Facilities in Expo City, Dubai. 

For more information, visit asmglobal.com 

ABOUT TEG
 
TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney. 

Delivering tailored cultural experiences across events drives record success

Sydney, 6 December, 2024 – Qudos Bank Arena, owned by TEG and Managed by ASM Global, Australasia’s largest and most diverse indoor entertainment Arena, has revolutionised its approach to the delivery of customised and inclusive experiences for multicultural audiences with the assistance of leading multicultural agency, CulturalPulse. Together, they are setting a new standard in audience engagement through segmented marketing strategies and culturally customised communications, targeting Australia’s growing and diverse diaspora communities.

Over the past 18 months, Qudos Bank Arena has hosted a series of concerts featuring high-profile international artists from K-Pop, to Mando Pop, Indian Hip-Hop / Pop and to Reggaeton. These events, while in high demand with premium ticket prices, previously resulted in lower-than-average Net Promoter Scores (NPS) and food and beverage sales. Recognising the need for a new, culturally focused approach, Qudos Bank Arena has engaged CulturalPulse to deliver cultural advice, audience insights and tailored, culturally sensitive customer experiences and marketing content to meet the needs of its diverse audiences.

Why has Qudos Bank Arena pivoted to become a ‘venue of choice’ for multicultural patrons?
  • Ticket prices for multicultural acts are on average higher than the Arena’s overall average for concerts.
  • Multicultural events account for 14% of Qudos Bank Arena’s concert performances, with acts like aespa, Joker Xue, and Diljit Dosanjh attracting high-value audiences.
  • Multicultural events make up 4 of the top 10 concerts by average ticket price, yet NPS scores tracking customer satisfaction for these events were found to be lagging as much as 90% below average.
  • Food and beverage options were not meeting diverse tastes with spend at multicultural events was 65% lower than the average across all events.

Addressing the challenge through a culturally customised pilot 

In response, Qudos Bank Arena and CulturalPulse launched a strategic program to enhance audience engagement through a mix of customised communications and segmented marketing, driving deeper connections with culturally specific communities. This includes adapting event experience communications and customer service staff that align to multicultural audiences, direct engagement with cultural leaders and influencers for corporate hospitality offerings, and customer service messaging into the primary languages of key audience groups, such as Mandarin, Hindi, Korean, and Punjabi.

Terrence Trujillo, Director of Commercial, Qudos Bank Arena, said: “By collaborating with CulturalPulse, Qudos Bank Arena has enhanced its multicultural event offerings, ensuring an inclusive and exceptional experience for diverse audiences. Our tailored communications, services, and products now better meet the unique needs of multicultural customers, fostering a welcoming environment for all.”

Steve Hevern, General Manager, Qudos Bank Arena said: “Qudos Bank Arena has recently celebrated 25 years of delivering diverse and exciting content to the community. In recent years we have been thrilled to welcome new and diverse audiences that have been in attendance for multicultural events, reflecting Sydney’s growing status as a vibrant, international city. To meet the evolving needs of these customers, we are committed to providing tailored services that ensure an exceptional experience for all who visit the Arena.”

Kate Watson, Marketing Manager, TEG Live said, “TEG Live would like to recognise Qudos Bank Arena for its exceptional commitment to engaging with multicultural audiences and supporting inclusivity in the entertainment sector. During our collaboration on the aespa: Synk Parallel Line tour, the team exhibited a strong dedication to creating an inclusive experience for all K-POP fans. They proactively worked with a specialist agency to broaden the reach and engagement of our ticket sales campaign, effectively connecting with diverse multicultural audiences, and showcasing the universal appeal of K-pop. We look forward to partnering with the Qudos Bank Arena team on future events that celebrate diversity and highlight the power of music in bringing people together.”

Customising communications for maximum impact

Through the collaboration with CulturalPulse, Qudos Bank Arena has already implemented a range of tactics to address the needs of its multicultural audiences, including:

  • Community engagement and Corporate Partnerships: Qudos Bank Arena has hosted prominent members of the multicultural business community in corporate suites, introducing them to the Arena’s offerings, which has led to new corporate relationships and opportunities for future event sponsorships.
  • Segmented marketing campaigns: Targeted digital marketing strategies for each cultural segment, driven by key insights have been innovative in the field and resulted in higher positive sentiment for ticket holders. For example, 86% of aespa attendees found translated newsletters “Helpful” and “Culturally Inclusive”, compared to 58% of Arijit Singh attendees. Food options were more widely consumed at the Arijit Singh event (52%) than aespa (36%), despite lower awareness at the latter. While QR codes had limited usage, 89% of aespa attendees found them “Helpful”, and 75% rated them as “Culturally Inclusive”. These campaigns enhance engagement and inclusivity across diverse audiences.
  • Targeted and audience-led media approach  – Utilising the CulturalPulse media and amplification network, the marketing campaign that reached Korean audiences led to 2,134 clicks to the website and increased ticket sales by 43% in 4 weeks.
  • Tailored food and beverage offerings: Culturally specific menus, such as the Indian Tasting Box, which sold over 1,173 units at Arijit Singh’s concert, marking an 81% increase in sales compared to previous Indian events.
  • Bi-lingual customer service and content: In-language customer service representatives were deployed at key multicultural events, and bi-lingual video content with subtitles was produced to ensure seamless communication with audiences from diverse backgrounds.

Revolutionising the customer experience for Multicultural audiences

CulturalPulse’s proprietary audience insights platform, AskGenie, played a pivotal role in analysing customer data and identifying opportunities to improve NPS and food and beverage sales. Through gap analysis and culturally tailored customer journey mapping, Qudos Bank Arena has seen a marked increase in customer satisfaction, driving repeat business and elevating its status as the multicultural venue of choice.

“What we’ve done is bring a real sense of connection to the venue, for both the artists and their fans,” said Reg Raghavan, Founder and CEO at CulturalPulse.

 “Understanding the unique needs of these audiences through data-driven insights has enabled Qudos Bank Arena to create experiences that resonate deeply, both emotionally and culturally.”

The Results: A new standard in Multicultural event success

Since launching the program, Qudos Bank Arena has seen transformative results across all key metrics:
– 72% increase in NPS and second-highest NPS of 2023 for Joker Xue and 140% increase compared to other comparative shows.

– 33% increase in food and beverage spend

– 43% uplift in ticket sales for aespa, supported by a culturally targeted marketing campaign.

– 72% respondents rated the translated event information email “culturally inclusive”. 

– Stronger relationships with multicultural media and corporate communities, opening doors to potential partnerships and sponsorships in the future.

Looking Ahead: Positioning Qudos Bank Arena as a Multicultural Leader

Qudos Bank Arena’s partnership with CulturalPulse is more than just a one-off marketing campaign—it’s a long-term strategy that positions the Arena as a leader in multicultural experiences. By continuing to invest in customised communication and event activities, Qudos Bank Arena aims to become the premier destination for international acts looking to connect with Australia’s vibrant and diverse communities.

____________________________________________________________

ABOUT QUDOS BANK ARENA
Qudos Bank Arena is Australasia’s 1# and largest indoor entertainment arena, located in Sydney Olympic Park. As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually.

ABOUT CULTURALPULSE
CulturalPulse is Australia’s leading multicultural audience insights, strategy, and marketing agency. With expertise across major events like the FIFA Women’s World Cup and Cricket World Cup, CulturalPulse helps brands unlock growth through culturally tailored marketing and communication strategies.

ACKNOWLEDGEMENT OF COUNTRY  
Qudos Bank Arena acknowledges that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories.

ABOUT ASM GLOBAL
ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of over 400 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues. 

Follow us on Facebook, Instagram, LinkedIn and X. Visit asmglobal.com

ASM GLOBAL (APAC and MENA)
From its APAC and MENA regional headquarters in Brisbane, Australia, ASM Global operates and books a network of venues that includes: 

– Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre; ICC Sydney Theatre; Brisbane Convention & Exhibition Centre, Great Hall; Cairns Arena; Bangkok Arena (under construction); Coca Cola Arena, Dubai; Kai Tak Sports Park Indoor Arena (under construction), Hong Kong; and Axiata Arena, Kuala Lumpur;
– Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai and Kuala Lumpur;
– Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrainand Riyadh;
– Stadiums – Suncorp Stadium, Brisbane; National Stadium at Bukit Jalil, Kuala Lumpur; Kai Tak Sports Park Main Stadium, Hong Kong (under construction); and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth
– King Abdullah Financial District Conference Center, Riyadh
– Boutique Meeting Facilities in Expo City, Dubai.

For more information, visit asmglobal.com

ABOUT TEG

TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.

25 years. 15 million fans. 1,800 shows – Qudos Bank Arena has been bringing world-class live entertainment to Sydney for a quarter of a century and it is celebrating the milestone with a stunning calendar of Events.

Today, Qudos Bank Arena, Australia’s largest and most diverse indoor venue celebrates 25 years as a world-class Sydney landmark within the Live Entertainment Industry.

Since opening on 6 November 1999, the 21,000 capacity indoor Arena was purposely built to house the Sydney 2000 Olympic & Paralympic Games. Since then, more than 15 million patrons have passed through the doors of Qudos Bank Arena, of what has now become a core hub of social activity in Greater Sydney.

Qudos Bank Arena is regularly recognised as a top-performing Global Arena and has been awarded the top 26th performing Arena in Billboard Magazine’s Mid-Year 2024 ranking for Venues with a capacity of 15,000 or more.

Owned by TEG and proudly operated by ASM Global, the Arena also hosts multiple sporting events, conferences, community, and charity events.

Chair of Qudos Bank Arena and TEG Group Chief Executive, Geoff Jones said of the 25 year milestone “We are incredibly proud to celebrate the significant milestone of Australia’s #1 Arena.

“Over the past 25 years, Qudos Bank Arena has grown to become an iconic venue, not just in Australia, but globally. Some of the biggest names in Live Entertainment and Sport have played in the Arena, which have all no doubt left an indelible mark on attendees over the years. 

“As we reflect on QBA’s incredible history, we look forward to continuing to host the biggest names in the Entertainment Industry and creating memorable experiences for fans from around the globe.”

ASM Global APAC Chairman and Chief Executive, Harvey Lister AM, said that “Qudos Bank Arena is one of the most important venues in our portfolio of facilities, particularly as the Venue came under our management when it was in serious stress and I look back today and see that turnaround being amongst the most significant that I have ever heard of in our industry, and anywhere in the world.

“Qudos Bank Arena is regularly in the top 10 in entertainment ticket sales for any large indoor Arena anywhere in the world, and it’s known globally. The Venue has become much used and much loved by the people of Sydney.” 

Qudos Bank Arena General Manager, Steve Hevern, said “With Qudos Bank Arena hosting so many of Sydney’s memorable entertainment events over the past 25 years, just about everyone has their own special memories here.

“The diverse line-up of events that we have confirmed for late 2024 and 2025 will deliver entertainment for everyone in our community, whether that be sport, music, comedy and / or family events. We look forward to hosting all types of genres as we celebrate the Arena’s 25th anniversary.”ASM Global Group Director of Arenas, Tim Worton said “Qudos Bank Arena (QBA) is one of ASM Global’s most significant venues. It is high profile, globally recognised and a highly respected arena. QBA features regularly in charts for Billboard and Pollstar for ticket sales results, as one of the world’s most successful venues. ASM Global is immensely proud of the Arena.”

Over the past 25 years’ Qudos Bank Arena (originally known as the Sydney SuperDome) has hosted the crème de la crème of the live music industry, with the roll call reading like a who’s who of global music icons, including The Rolling Stones, Elton John, Prince, Taylor Swift, Madonna, Kylie Minogue, Stevie Wonder, Rod Stewart, Bruce Springsteen, Roger Waters, Lady Gaga, Mötley Crüe, Kendrick Lamar, Andrea Bocelli, Metallica, Justin Bieber, Carl Barron, Kiss, Michael McIntyre, Coldplay, Disney On Ice, Michael Bublé, Cirque Du Soleil, P!nk, Eagles, The Wiggles, Beyoncé, Bring Me The Horizon, Gorillaz, Mrs Brown’s Boys, Bruno Mars, Fred again.., UFC 293 and WWE. 

The Arena is home to the Sydney Kings in the NBL and the Sydney Flames in the WNBL. The Venue has also hosted the Sydney Swifts’ Super Netball games, the 2015 Netball World Cup, 2018 Invictus Games, the 2022 FIBA Women’s World Cup Basketball, and many major Boxing and UFC Events.

In 2001, the Arena also hosted the ATP World Tour Tennis Masters Cup Finals, with Australia’s World No.1 Lleyton Hewitt winning the men’s tournament.

The Sydney Kings will play 14 home games at Qudos Bank Arena in the 2024/25 National Basketball Season, including numerous double-headers alongside the Flames.

Sydney Kings Head Coach, Brian Goorjian said “As a club, we congratulate Qudos Bank Arena on their 25th anniversary and thank them for playing a role in our two most recent NBL championships. We thoroughly enjoy all our amazing game days there and can’t wait to create many more everlasting memories this season inside Qudos Bank Arena.”

Qudos Bank Chief Executive Officer, Brendan Wright said “On behalf of Qudos Bank I would like to congratulate the Arena on the 25 year milestone the achievements of the past 25 years and the commitment to the community. Qudos Bank have been proud sponsors of the Arena since 2016. 

“Our longstanding sponsorship has allowed us to support countless events and create memorable experiences for fans and families. Thank you to everyone who has been part of this journey.”

Qudos Bank Arena General Manager, Steve Hevern, added “at the end of the day, this magnificent Arena was built for the people of NSW, initially to host the Sydney 2000 Olympic & Paralympic Games, and it remains ‘The People’s Arena’ to this day, and we are hopeful that this will remain the case for a very long time to come.”

Qudos Bank Area will also play host to Taiwanese singer, songwriter and actor, Eric Chou (10 November), South African comedian, Trevor Noah (20 November), the NSW Schools Spectacular (29 – 30 November), US rock band, The Killers (6-7 December), Australian children’s music group, The Wiggles (14 December), hip-hop sensation, Childish Gambino (4-5 February), singer-songwriter, Billie Eilish (24-28 February), global icon, Kylie Minogue (1-3 March), country music king, Chris Stapleton (4-5 March) and pop powerhouse, Dua Lipa (26-29 March), pop superstar, Katy Perry (9-10 June) and the return of Australian rock legends, Cold Chisel celebrating their 50th Anniversary Tour (16 November and 4 December). 

See the full Qudos Bank Arena Entertainment Calendar here!

ACKNOWLEDGEMENT OF COUNTRY  
Qudos Bank Arena acknowledge that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories. 

ABOUT ASM GLOBAL
ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of over 400 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.  

Follow us on Facebook, Instagram, LinkedIn and X.  Visit asmglobal.com

ASM GLOBAL (APAC and MENA)

From its APAC and MENA regional headquarters in Brisbane, Australia, ASM Global operates and books a network of venues that includes: 

  • Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre; ICC Sydney Theatre; Brisbane Convention & Exhibition Centre, Great Hall; Cairns Arena; Bangkok Arena (under construction); Coca Cola Arena, Dubai; Kai Tak Sports Park Indoor Arena (under construction), Hong Kong; and Axiata Arena, Kuala Lumpur;
  • Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai and Kuala Lumpur;
  • Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrainand Riyadh; 
  • Stadiums – Suncorp Stadium, Brisbane; National Stadium at Bukit Jalil, Kuala Lumpur; Kai Tak Sports Park Main Stadium, Hong Kong (under construction); and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth 
  • King Abdullah Financial District Conference Center, Riyadh
  • Boutique Meeting Facilities in Expo City, Dubai.

For more information, visit asmglobal.com Live, TEG Europe, Propaganda, TEG USA, Qudos Bank Arena, FAN+, VIP NOW and Ovation.

ABOUT TEG

TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.