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SB Bank has finalised a unique, weeklong naming rights partnership with New Zealand’s national stadium, Eden Park, for the upcoming Bledisloe Cup.

As part of the deal, ASB will gift the naming rights to a local New Zealand business in need, with the new temporary naming rights partner for Eden Park set to be announced early next week.

Eden Park chief executive, Nick Sautner, said agreeing to rename the venue with a naming rights partnership for the first time in its 117-year sporting history was a valuable opportunity that aligns with the stadium’s ‘pioneering reputation and commitment to community’.

“Like most New Zealand businesses, Eden Park has been challenged to find ways to embrace the new normal to ensure we can continue to operate, innovate, and give back to the community,” Sautner said.

“ASB is a valued and longstanding partner of the Park, so creating a unique opportunity together to support a small Kiwi business is a natural fit for us.

“The Eden Park name is a globally renowned sporting icon which means this opportunity is unlikely to happen ever again.

“We’re excited to reveal details and provide an unforgettable experience for both our patrons and our new naming rights partner later this month,” he said.

ASB executive general manager of business banking, Tim Deane, said ASB is honoured to be the first organisation to ever hold naming rights to Eden Park, even though they are set to hand the rights to a New Zealand business in need.

“Supporting SMEs has been a priority for us throughout 2020,” Deane said.

“They are the backbone of our economy and many are hard hit by the economic impacts of COVID-19.

“We know Eden Park has a special place in the hearts of many Kiwis and it will always be Eden Park, but this will be an incredibly special opportunity for one small business, and we couldn’t be prouder to be able to use ASB’s naming rights in this way.

“We’re thrilled Eden Park has helped bring this opportunity to life and we look forward to announcing the lucky Kiwi business with naming rights to one of the world’s truly iconic stadiums for the trans-Tasman rugby encounter on Sunday 18 October,” he said.