Reflecting on the partnership, Ben Slatter, FMG Stadium Waikato director, said: “Together, we’ve been part of a decade of unforgettable moments, from All Blacks tests and FIFA Women’s World Cup matches to record-breaking NRL games and community events that brought hundreds of thousands through the gates.”
FMG chief marketing officer Pete Frizzell added: “It has been a privilege to partner with Hamilton City Council. FMG Stadium Waikato is an incredible asset for the communities of the Waikato and we’ve loved being a part of the magic created by the teams and the fans at the stadium. Don’t worry, FMG’s presence and commitment to supporting rural communities in the Waikato, and beyond, will continue.”
Waikato Stadium, which opened in 2002 on the site of the former Rugby Park, is home to the Chiefs Super Rugby franchise and the Waikato Rugby Union. The stadium has hosted a variety of sporting codes, including rugby, football, rugby league, and American football, as well as concerts and other large-scale events. The venue is managed by H3, Hamilton City Council’s specialist events division.
The stadium can accommodate up to 25,000 spectators, with seating distributed across the Brian Perry Stand, East Stand, Greenzone, and Goal Line Terrace. Temporary seating can be added for larger events. Facilities include multiple corporate lounges, a boardroom, player changing rooms, retail outlets, and media areas. The stadium’s lighting towers, each 50 meters tall, are equipped to illuminate the field for night events.
With the current agreement approaching its planned conclusion, Hamilton City Council has begun seeking expressions of interest from businesses interested in becoming the next naming rights partner. Slatter said: “This is a rare opportunity for a business to align with a stadium that continues to deliver national and international exposure, while boosting local pride and economic impact.”
Naming rights partnerships are a key part of the stadium’s financial model, helping to offset operational costs and keep the venue accessible for a wide range of events. The stadium’s calendar will remain active, with at least six Super Rugby matches already scheduled for the coming year.
FMG’s stadium partnership is part of a wider trend of insurance companies engaging in sports sponsorships in New Zealand and internationally. Allianz, for example, has extended its global partnership with the International Olympic Committee, providing risk management and insurance services for upcoming Olympic and Paralympic Games through 2032. Gallagher Insurance recently signed a multi-year agreement with New Zealand Rugby, securing branding rights on team apparel and referee uniforms, and naming All Blacks player Beauden Barrett as a global ambassador.
Other notable examples include AA Insurance’s support for grassroots sports through its Big Little sponsorships in partnership with Eden Park, Southern Cross’s naming rights deal for the Round the Bays events (Wellington, Auckland, and Christchurch), and PIC Insurance Brokers’ sponsorship of the Coastal Classic yacht race. Internationally, AXA has expanded its relationship with Liverpool Football Club, including naming rights for the club’s training centre and sponsorship of training kits.
FMG’s exit from the naming rights arrangement will not affect the insurer’s broader involvement in the Waikato region, according to company representatives. The search for a new naming rights sponsor is underway, and the stadium is expected to continue hosting high-profile events and serving as a key venue for the region’s sporting and community activities.
