For six years, Malthouse Theatre has shared a successful partnership with the largest Australian-owned beer brand, Coopers. The iconic former brewery at 113 Sturt Street that houses Malthouse Theatre became nationally recognised as The Coopers Malthouse in 2014 as a result of an exclusive naming rights deal. From 2020 onwards Premium Beverages and their parent company, Coopers, will have consolidated and refocussed their business strategies. These strategy changes include a shift away from venue naming partnerships.
Malthouse Theatre’s Co-CEO and Executive Producer, Sarah Neal said:
‘We thank Coopers for their six years of support as our Venue Partner. This partnership has enabled our Company to increase visitation and continue to present boundary-pushing programming through our annual Comedy Festival at The Coopers Malthouse. As we enter into our 30th year in our iconic building we will continue to activate our indoor and outdoor spaces in the heart of the Melbourne Arts Precinct. Our home in Southbank is surrounded by Melbourne’s most densely populated and fastest growing suburb. We look forward to watching the continued growth of our audience through our building.’
Mark Goulmy, Coopers’ National Manager, Sales and Partner Brands said:
‘We are proud of our six-year connection with Malthouse Theatre. The synergy between Malthouse Theatre and Coopers these past years has been a fruitful endeavour for both companies and has seen both beer drinkers and theatregoers alike share in memorable experiences.’
On Tuesday, 19 November 2019 Malthouse Theatre announced that they are inviting a new brand to become their venue partner. Not only does the partnership offer the chance to join forces with one of Australia’s premier performing arts companies, it boasts the rare opportunity to gain the naming rights of an iconic building. The partnership will provide unprecedented brand exposure, as the Southbank venue is visited by 300,000 people annually.
The Venue Partnership between Malthouse Theatre and Coopers will come to a close on 31 December 2019.
From 1 January 2020 and until further notice the venue located at 113 Sturt Street, Southbank will be referred to as The Malthouse. For further information on Malthouse Theatre’s partnership opportunities please contact:
E / email@example.com
P / 03 9685 5162