The travel company says its five-year partnership with the new western Sydney venue marks its first sponsorship of a major sporting stadium, with Helloworld Stadium set to open in 2027 as the home of the Penrith Panthers.
A travel brand on the side of a stadium isn’t something the Australian trade sees every day. But Helloworld Travel has put its name to Penrith’s new-build venue in western Sydney, securing a five-year deal as the inaugural naming rights partner of what will now be known as Helloworld Stadium.
The company says it’s the first time it has sponsored a major sporting venue. With a network of more than 2,000 independent travel advisors and travel brokers across Australia, the move puts the Helloworld brand in front of up to 30,000 people on concert nights and 25,000 in sports mode.
What’s behind the deal?
Helloworld Travel chief executive and managing director Andrew Burnes AO framed the partnership as a natural extension of the company’s core business.
“Today marks an incredibly proud moment for Helloworld Travel and our network of passionate travel professionals,” Burnes said.
“The naming of Helloworld Stadium reflects our long-standing commitment in Australia and New Zealand to connecting people with unforgettable experiences – whether that’s exploring the world with the help of our legion of travel professionals or coming together to celebrate great sporting and live entertainment events.”
Burnes said the company is partnering with Venues NSW on the project and looks forward to the stadium becoming “a place that will create lifelong memories for friends and families.”
What’s being built?
The stadium replaces the original Penrith Park, which opened in 1967. It’s currently under construction and is set to open in 2027 as the home ground of the Penrith Panthers.
According to the NSW Government, features include steeper grandstands designed to bring fans closer to the action, new videoboards and sound systems, expanded food and beverage outlets, additional bathrooms, modern corporate facilities and improved safety and security. The family-friendly hills have been retained and four gender-neutral changerooms will support men’s and women’s sport.
Beyond NRL, Helloworld Stadium will host concerts, motocross and other major events. The government says the project will generate around 500 jobs during construction with more than 650 ongoing roles once operational.
The western Sydney angle
The naming rights deal lands alongside a broader push from the NSW Government into western Sydney infrastructure. Sport and Tourism Minister Steve Kamper linked the stadium directly to the region’s growing aviation connectivity.
“With construction of Helloworld Stadium to be completed and the new Western Sydney Airport to open this year, this is an exciting partnership that will take Penrith to the world and create a sport and entertainment destination that supports the local economy year-round,” Kamper said.
The stadium forms part of what the government describes as a multi-billion-dollar investment in Sydney’s western suburbs.
Helloworld Travel has been on an active growth run in recent months. The company reported 12 per cent earnings growth in its most recent half-year results, while also taking full ownership of MTA Mobile Travel Agents and crossing the 10,000-graduate milestone through its Travel Academy.
KARRYON UNPACKS: It’s rare to see a travel brand name a stadium. For the trade, the five-year Helloworld Stadium deal is less about sport and more about brand visibility at scale, putting the Helloworld name in front of tens of thousands of fans, families and concertgoers in one of Sydney’s fastest-growing corridors. With Western Sydney Airport also opening this year, advisors in the region may find the brand recognition does some of the heavy lifting.
