Sky TV has taken the fight for its share of the sports broadcast market to a new level, with a naming-rights deal for the Wellington Regional Stadium.
But we'll likely still know it simply as the 'Cake Tin'.
Since it opened in 2000, the capital's premier rugby venue was originally Westpac Trust Stadium and then just Westpac Stadium, making the sponsor relationship one of the longest in NZ sport.
That contract expires at the end of this year and Sky Network Television will replace the bank on the waterfront ground that also hosts international one-day cricket and the Wellington Phoenix A-League football club.
"We're thrilled to welcome Sky as our naming rights partner, as we move into our third decade," says stadium chief executive Shane Harmon.
"Sky is a great fit, because of their position as the nation's premium provider, and our aligned goals of creating memorable and rewarding experiences.
"Sky is a leader in sport, broadcast technology and innovation, and we will be seeking to deliver new technologies and content ideas to our venue."
The pay-TV network has been on high alert, since it lost the bidding war for Rugby World Cup rights to the Spark streaming platform, in conjunction with TVNZ.
Spark Sport has swooped on other rights, notably England Premier League, Formula One motor-racing and NBA basketball, stealing some of Sky's best production and presentation talent along the way.
But that rivalry has seen Sky ramp up its operations under new chief executive Martin Stewart, with the recent introduction of a 24/7 sports news channel.
It has also become a major player in sponsorship to leverage its profile. Not content with screening the Australian NBL, the network confirmed a naming-rights deal with the Auckland-based NZ Breakers in June, replacing the SkyCity casino and hotel.
Spark already lends its name to the Breakers' inner-city homecourt - now Sky has its own rugby stadium.
"We will work together with the Sky Stadium team to deliver outstanding fan experiences, with innovations both in the stadium and across all screens," says Stewart.
"It's all part of our strategy to deepen our connection with sports fans and to work with our sport partners to increase fan engagement."
The 'Cake Tin' nickname arises from the stadium's round shape and has stuck, despite Wellingtonians' objections.
The new deal begins on January 1.
Newshub.
