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The Sydney Opera House is in the market for a new principal partner after Samsung decided to end its six-year partnership with the iconic venue.
The Samsung partnership was understood to have been worth in excess of $1 million annually in both cash and other support.
Since becoming principal partner in 2013 during a time of renewal for the Opera House, Samsung invested more than $1 million to enable technology upgrades, supported the Welcome Centre development, refreshed the box office foyer, created an immersive experience for Vivid 2018, and developed the Climbing the Sails immersive virtual reality experience.
However, the company said the evolution of its Australian business and changed brand objectives meant it was time for a change.
Sydney Opera House head of partnerships, Chloe Sawyer, said the conclusion of the Samsung relationship would allow Opera House to explore new partnership opportunities in the lead up to its 50th anniversary in 2023, and beyond.
“We are excited about the prospect of a new collaboration with an organisation that shares our values and is committed to working with us to deepen and broaden our connection with the community,” she told Sponsorship News.
The new principal partner will join other sponsors including Westpac, EnergyAustralia, Etihad and Mastercard.
Sawyer told Sponsorship News the EOI process had already generated a lot of interest.
The length of the new principal partnership will be determined in the second-stage of the tender.
