HBF claims stadium naming rights

The state’s largest health insurer is to become the naming sponsor of Challenge Stadium and Arena Joondalup.

HBF has signed a three-year sponsorship deal with the state-owned VenuesWest under which it will take the naming rights for the two facilities from the start of July.

As a result, Challenge Stadium will be rebranded as HBF Stadium while Arena Joondalup will become HBF Arena.

Sport and Recreation Minister Terry Waldron said revenues generated from the agreement (which have not been disclosed) would be used to support high-performance sport, local community groups and to enhance all of VenuesWest’s facilities.

“It is hoped the collaboration between VenuesWest and HBF will encourage more West Australians to rediscover WA’s most iconic sport and recreational venues,” he said.

The agreement has particular benefits for HBF members, with a 5 per cent discount on general admission tickets and 10 per cent discount for memberships and programs across health and fitness, aquatics, children’s activities and childcare services at both venues.

Neither of the venues will undergo significant cosmetic change as a result of the agreement, aside from new signage.

Other health insurers nib and Medibank have also included sporting venue sponsorship in their marketing - the Leederville Oval became Medibank Stadium in 2006 as part of a $250,000 sponsorship agreement, while nib struch an agreement with the Town of Vincent to become the naming rights sponsor of the former ME Stadium in 2010.