Five-year partnership officially launches today with ceremony attended by Afterpay co-founder Anthony Eisen

Afterpay Arena today officially opened its doors, marking the launch of a landmark five-year naming rights partnership and the completion of a physical transformation of Australia’s most iconic indoor entertainment venue.
The official launch – held in the Arena bowl in front of media, dignitaries and VIP guests – marks the first time the fully transformed venue has been experienced as Afterpay Arena, following months of interior redesign and venue-wide technology integration.
Afterpay co-founder Anthony Eisen, Federal Shadow Assistant Minister for the Digital Economy Simon Kennedy, Afterpay VP APAC Mike Ryan and Legends Global COO (Asia Pacific and Middle East) Peter Loxton, today cut the ribbon on Afterpay Arena to honour its place as the first major entertainment destination in Australia to offer complete payment flexibility across the entire fan experience.
From today, fans attending events at the Arena can split ticket purchases across four interest-free instalments via Afterpay Pay in 4, and tap to pay with Afterpay across food, beverage and merch inside the venue – powered by 150 Square Registers and 65 Square Handheld devices throughout the venue.
“Afterpay now has a permanent home in the place where fans come for the moments that matter most to them.” said Anthony Eisen, Co-founder of Afterpay. “We’ve built everything here around keeping fans in the moment – from the way they buy their ticket to the last song of the night.”
“This partnership isn’t just a name on a building. By working closely with Afterpay we improve the fan experience along multiple touchpoints. That’s exactly the kind of engaged partner we want beside us for the next five years,” said Peter Loxton, Chief Operating Officer, Asia Pacific and Middle East for Legends Global. “Afterpay Arena, is already Sydney’s ‘must-play’ arena and the investment into the bars, the foyer and technology – with one of the world’s largest transparent holographic LED installations adds to crafting unforgettable live experiences at this Ticketek Entertainment Group venue.
The official launch follows a phased communications strategy that included the naming rights announcement in May and the first look at the venue’s interior transformation in June. Today’s ceremony – held in the Arena bowl – included a formal address program, ribbon cutting, and interior showcase of the completed venue.
Among the first shows at the transformed Afterpay Arena will be Laufey, Tame Impala, J Cole, Khalid, Robyn, Olivia Dean, Zara Larsson, and Hilary Duff.
Partnership at a Glance
- Five-year naming rights partnership through to 2031
- 1.1 million annual attendees – named in the Top 5 Live Music Venues in the World for 2025 by Billboard magazine
- End-to-end payment integration: Afterpay Pay in 4 for tickets + Square’s integrated payments and POS platform for all in-venue transactions
- Afterpay Arena marks the first time a venue of this scale in Australia has received a full Square commerce integration: 150 Square Registers and 65 Square Handheld devices across the full venue
- Complete interior transformation: foyer uplift, two redesigned hospitality spaces, venue-wide wayfinding, one of the world’s largest transparent holographic LED installations
- 94% of cost-affected event-goers have missed events due to upfront payment barriers
- 58% of consumers are more likely to attend events with flexible payment options
- 74% would spend more at venues that offer payment choice
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About Block, Inc.
Block, Inc. (NYSE: SQ; ASX: SQ2) is a global technology company with a focus on financial services. Block’s portfolio of brands includes Square, Afterpay, Cash App, and TIDAL. For more information, visit block.xyz.
About Afterpay
Afterpay is transforming the way we pay by allowing eligible shoppers to buy products immediately and pay over time – enabling simple, transparent and responsible spending. We are on a mission to power an economy in which everyone wins. Afterpay is offered by thousands of the world’s favorite retailers and used by millions of active global customers. Afterpay is currently available in Australia, Canada, New Zealand, the United States and the United Kingdom, where it is known as Clearpay. Afterpay is a wholly owned subsidiary of Block, Inc. (NYSE: XYZ).
About Square
Square helps businesses turn transactions into connections and businesses into neighbourhood favourites. In 2009, Square started with a simple invention – the first mobile card reader, which changed how the entire financial system thinks about small businesses. Square has since grown into a global business platform helping millions of sellers of all sizes participate and thrive in their communities. Whether independently run or a global chain, Square understands that sellers succeed when they have the freedom to focus on the experiences that keep customers coming back. From point of sale and payments to online commerce, staff management, cash flow tools, and more, Square brings together the tools sellers need to run and grow on one intelligent platform. For more information, visit squareup.com.
About Afterpay Arena
The newly named Afterpay Arena, formerly known as Qudos Bank Arena, is Australasia’s number one venue for live entertainment and the region’s largest indoor arena. Leased by TEG and operated by Legends Global, the world-class venue works alongside its partners to bring leading live entertainment experiences to Sydney, spanning concerts, sports events, comedy and family entertainment. In 2025, the Arena was named among Billboard magazine’s Top 5 Live Music Venues in the World, reflecting its reputation as one of the world’s leading live entertainment destinations.
About Ticketek Entertainment Group
Ticketek Entertainment Group (TEG) is a Live Experience Group, powered by digital, data and technology, united by our shared purpose – We Partner to Make Life Better Live. With the Fan as our Star, TEG brings together Ticketek, TEG Live, TEG Sport, TEG Experiences and Ovation to create, promote and power world-class live entertainment.
From global concert tours and major sporting events to immersive family and cultural experiences, TEG makes it easier for Fans to find and attend unforgettable events.
About Legends Global
Legends Global is the premier partner to the world’s greatest live events, venues, and brands, delivering a fully integrated solution of premium services, including feasibility and consulting, project development, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Its unique approach ensures its partners remain front and centre while harnessing the power of its global network – including over 450 venues, 20,000 events, and 165 million guests annually – to enhance their business and guest experience. www.LegendsGlobal.com










