By Patrick Avenell

There’s already ANZ Stadium, Acer Arena and Toyota Park; now Sony has announced it is signing on as the naming rights sponsor to the Sydney Sony House (formerly the Opera House). Well, not exactly.

Sony Australia this morning announced a strategic partnership with Australia’s most recognisable landmark, with the technology specialists looking to fit out the Benelong Point landmark with state-of-the-art digital signage and professional display products.

This comes a week after Sony began tapping into the younger crowd with its Billabong deal. It would now seem, therefore, the Japanese brand is looking to directly target another important market: the cultural elite.

The Opera House, which believes is the world’s best piece of architecture, will also benefit from the partnership, with Sony Australia managing director Carl Rose saying it will receive “cutting-edge technologies across both the consumer and business divisions, including broadcast and production equipment”.

Rose continued to explain the thinking behind this strategy.

“With over seven million visitors each year, Sydney Opera House is a cultural icon not only in Australia but around the world,” he said.

“Not only does [it] offer us unrivalled access to some of the most phenomenal cultural performances and events, but it also brings us closer to an audience that has imagination and creativity at their heart.”

As part of this deal, Sony may now use the Opera House brand and imagery in its promotional material. has placed calls to both the Opera House and Sony to ask if this promotional activity will in any way cheapen the iconic status of the Opera House. Any response to these questions will be published in a future story.

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