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Kayo Sports Summer of Cricket Launch at Parramatta Town Hall: Where Major Brands Make an Impact
When Kayo Sports was planning to launch their Summer of Cricket, they chose Parramatta Town Hall for its unique ability to deliver what few venues can - seamless integration of VIP indoor spaces, indoor-outdoor stage and vibrant public plaza.
The result was a star-studded activation that attracted thousands of fans and captured the nation’s attention.
Kayo Sports gathered sporting legends, Fox Sports network executives and fans at Parramatta Town Hall for their Summer of Cricket launch.
Brand Activation at Scale
Activating campaigns, launching products and creating memorable moments takes creativity, strategic planning and a winning location. That’s why Kayo Sports with Foxtel, joined forces with highly-awarded experiential agency We Wonder to create an exclusive preview of this summer’s cricket action and broadcast innovation in Parramatta Town Hall and adjoining Parramatta Square. They knew the impressive indoor-outdoor venue would be ideal for connecting with Western Sydney’s passionate sports fans in their own backyard while generating national media momentum.
Australian cricketer Hannah Darlington, cricketing hero Brett Lee, and legendary cricketer David Warner amongst fans at Kayo Sports Summer of Cricket launch held at Parramatta Town Hall.
Versatile venue configuration
The agency worked with Parramatta Town Hall’s venue management team to transform the contemporary architectural atrium – Ngurra Gunya Room – into a broadcast-ready stage for the sport’s top talent.
Kayo Sports Summer of Cricket launch held at Parramatta Town Hall utilised the contemporary Ngurra Gunya atrium as a stage for a star-studded line up of sporting heroes. (L-R): Mark Howard, Adam Gilchrist, David Warner, Ravi Shastri, Mark Waugh and Pat Cummins.
Zoran Lozevski, Technical Services Team Leader at Parramatta Town Hall and key member of the Venues team that helped deliver the event says “the beauty of Parramatta Town Hall is how seamlessly the indoor and outdoor spaces work together.”
“For major brand activations, this means you can create intimate media moments while simultaneously engaging with large crowds in Parramatta Square,” he said.
“We work hand-in-hand with production companies to ensure every technical element performs perfectly,” explains Lozevski. “For this activation, that meant coordinating broadcast equipment, managing lighting, audio and visionin our public plaza, and maintaining production values across multiple spaces simultaneously.”
Special guests were cordoned into a VIP area with theatre-style seating in front of the Ngurra Gunya stage, while crowds of adoring fans packed Parramatta Square beyond.
Production infrastructure that delivers
Beyond the public spectacle, Parramatta Town Hall's behind-the-scenes spaces supported the complex logistics that premium brand activations demand.
For this event, smaller indoor rooms were designated as VIP and Green rooms, providing exclusive access for key stakeholders, partners and talent to prepare and relax between appearances – essential when managing a roster of cricket's biggest names.
The impressive Great Hall became a dedicated production and media interview space, enabling seamless coverage throughout the two-hour event.
Australian Test Captain Pat Cummins (L) and spin-bowler Nathan Lyon (R) enjoying the banter during media interviews held in the Great Hall at Parramatta Town Hall for Kayo Sports Summer of Cricket launch. Cricket legend Ravi Shastri meets with international media and then greets fans outside.
Technical excellence as standard
State-of-the-art audio-visual infrastructure proved critical for an event that combined live fan interaction with broadcast-quality streaming. Parramatta Town Hall's technical team managed everything from large-format screens and broadcast lighting to sophisticated sound systems and live streaming capabilities – eliminating the complexity of coordinating multiple external suppliers.
“Major activations require venues that can handle sophisticated technical requirements while making it look effortless,” notes Lozevski. “Our end-to-end AV capabilities and experienced technical team meant We Wonder could focus on creative execution, knowing Parramatta Town Hall’s in-house systems were available and ready to perform without fail.”
Fox Sports presenter Megan Barnard at Kayo Sports Summer of Cricket launch held at Parramatta Town Hall.
Mark Waugh shares batting tips with fans at Kayo Sports Summer of Cricket launch held at Parramatta Town Hall.
PHIVE’s substantial loading dock and service lifts, which provide access to Parramatta Town Hall are always appreciated, as was the team’s role in facilitating bump-in through the public domain. The Venue Management team's intimate knowledge of the venue enabled rapid problem-solving throughout setup and delivery.
Flexible, connected spaces
The versatility of Parramatta Town Hall truly shines when hosting hybrid public-private events – providing unique spaces for event producers to manage experiences for different audience segments - all while maintaining seamless flow and polished experiences.
A strategic Western Sydney location
Positioned at the heart of Greater Sydney, Parramatta Town Hall offers major brands what traditional CBD venues cannot: a vibrant, accessible location that genuinely connects with Western Sydney's diverse and engaged audience. For Kayo, this meant activating their campaign where passionate cricket fans live, work, play and gather.
The City of Parramatta's commitment to making Parramatta Square an active, buzzing hub creates the perfect environment for public-facing brand activations. The experienced team understands how to deliver sophisticated events in public spaces while maintaining the security, accessibility and energy that makes outdoor activations successful.
Activations that make an impact
Whether launching products, hosting talent appearances or creating experiential marketing campaigns, brands are discovering that Parramatta Town Hall and Parramatta Square deliver a unique platform for public-facing activations.
According to the team at We Wonder, the Summer of Cricket activation was deemed Kayo Sports most successful launch ever, setting the foundation for future launches.
Winning events
The team at Parramatta Town Hall can make any event a smashing success — from intimate gatherings to large-scale public activations. Discover how Parramatta Town Hall can bring your next brand activation to life.
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Supplier Details
| Venue |
Parramatta Town Hall & Parramatta Square Indoor and outdoor setup Ngurra Gunya Room transformed into broadcast stage 100-pax outdoor theatre in Parramatta Square All other spaces in Parramatta Town Hall utilised for interviews, VIP and greenrooms |
| Guests |
1,000+ in Parramatta Square 100 seated |
| In-house Services |
Venue Management / Operations End-to-End Audio Visual Services Technical Production Support Broadcast-Quality Infrastructure |
| Event Partners |
Cricket Australia Sydney Thunder City of Parramatta Parramatta District Cricket Association |
| Event Production | We Wonder |
| Photography | Brett Costello |