The ICC Sydney Theatre has been officially renamed the TikTok Entertainment Centre, marking the first time the global short-form video platform has taken naming rights for a venue or stadium anywhere in the world. The multi-year agreement, effective from 25 November 2025, places TikTok at the centre of one of Australia’s most significant live entertainment precincts.
The rebrand links the current 8,000-seat theatre—opened in 2016 as part of the NSW Government’s $3 billion Darling Harbour redevelopment—to the legacy of the former Sydney Entertainment Centre, or the “EntCent”, a venue regarded as one of Sydney’s most recognisable cultural landmarks across three decades.
ICC Sydney says the naming partnership is intended to strengthen the theatre’s visibility and contribute to Sydney’s entertainment and night-time economy. For TikTok, the move further entrenches its presence in Australia. According to TikTok’s own advertising resources and the Digital 2026 Australia report by DataReportal, the platform recorded 10.9 million users aged 18 and above in late 2025, reaching 51.2 per cent of Australian adults and 41.4 per cent of the national internet-user base. TikTok’s potential ad reach grew by 1.33 million people between late 2024 and late 2025.
The first major event under the new name will be the 2025 TikTok Awards, streamed on TikTok and Stan. The venue will continue to host a full program of touring acts, including Tim Minchin, Oprah, The Wiggles, Mel Robbins, Guy Sebastian and Jimmy Carr. Over the past year, the theatre staged around 120 events, welcomed more than 500,000 attendees and contributed an estimated A$112 million to the local economy.
As part of the collaboration, TikTok and ICC Sydney have introduced Dancers’ Alley Sydney, an outdoor mirrored dance space adjacent to the venue. Since launching in September, its dedicated TikTok account has recorded more than 256,000 views.
The renaming comes as TikTok continues to face scrutiny in some international markets, particularly the United States. TikTok, known as Douyin in mainland China, operates separately from its Chinese counterpart. TikTok Ltd is incorporated in the Cayman Islands, with operations based in Singapore and Los Angeles, and its Australian business is run through a locally registered entity that also oversees New Zealand.
Sydney’s entertainment and sporting precincts commonly feature naming partnerships — as seen with Qudos Bank Arena, Accor Stadium and Allianz Stadium — which are often used to strengthen venue branding and market reach.
Australia has previously seen naming-rights agreements involving Chinese-origin brands—such as Hisense Arena in Melbourne and the Haier Melbourne Tigers—but TikTok’s entry underscores the growing convergence between global digital platforms and physical entertainment venues.