A famous Sydney live venue has been rebranded this week.
ICC Sydney Theatre has officially been renamed the TikTok Entertainment Centre, marking the first time the global entertainment platform has secured naming rights for any venue or stadium worldwide.
The multi-year partnership, negotiated by Legends Global on behalf of ICC Sydney, ushers in a new era for one of the country's busiest performance spaces.
The rebrand also nods to the nostalgia of Sydney's iconic "EntCent," with locals already shortening the new name to "TikTok EntCent."
ICC Sydney CEO Adam Mather-Brown said the deal represents more than a typical naming rights agreement.
"This is far more than a naming rights deal, it's a dynamic partnership with one of the world's most innovative and future-focused entertainment platforms," he said.
"TikTok is redefining how audiences discover and engage with live entertainment, and together we're unlocking powerful new ways to connect with fans."
The partnership will expose ICC Sydney to TikTok's community of over one billion global users, positioning the venue as a world-leading hub for conventions, entertainment and ticketed experiences.
It will also open pathways for local creators to bring their digital audiences into real-world spaces.
Simon Bates, Head of Content for TikTok Australia and New Zealand, said the collaboration brings together two cultural powerhouses.
"Pollstar's number-one-ranked theatre in Australia and New Zealand and the fastest-growing entertainment platform in the world are partnering to breathe new life into Sydney's entertainment scene and night-time economy," he said.
"Whether you love music, comedy, podcasts or dance, there's something for everyone at TikTok Entertainment Centre - just like on the TikTok platform itself."
To celebrate the venue's relaunch, the TikTok Awards hosted by Sophie Monk will be the first event held at the newly named theatre, streaming live on TikTok and Stan on Wednesday, 26 November.
The venue now hosts around 120 events annually and welcomed 500,000 visitors last year, generating $112 million for the local economy.
Over the decades, the theatre has welcomed global icons including Bob Dylan, Elton John, Cher, Lorde, Sting and Seinfeld, with upcoming acts such as Tim Minchin, Oprah, Kelsea Ballerini, The Wiggles, Mel Robbins, Guy Sebastian and Jimmy Carr set to take the stage in the coming months.
The partnership also extends outside the venue to Dancers' Alley Sydney, a TikTok-inspired community space featuring 33 practice mirrors and a TikTok account already surpassing 256,000 views.