NRMA Insurance has formalised a five-year sponsorship agreement with Adelaide Oval, marking a significant addition to its portfolio of community partnerships in South Australia.
Under the terms of the deal, the venue’s Southern Plaza will be renamed NRMA Insurance Plaza, with the insurer also receiving prominent branding throughout the stadium precinct.
From this week, new signage will be installed at the plaza, and the venue’s guest services will be co-branded.
The stadium’s concierge function will be renamed the NRMA Insurance Help Desk, and the uniforms for venue ushers and tour ambassadors will be updated to reflect the partnership.
The arrangement supports Adelaide Oval’s revenue model, which reinvests stadium-generated income into grassroots cricket and football development.
NRMA Insurance CEO Julie Batch said the agreement aligns with the insurer’s longstanding approach to community-based support.
“NRMA Insurance has been helping Australians protect what matters for almost 100 years and is proud to become the official major partner of Adelaide Oval, helping the stadium continue its stature as a world-class venue and recognised meeting place,” she said. “Adelaide Oval is not just a stadium; it’s a cultural icon that holds great pride among South Australians and is enjoyed year-round by the local community and visitors to the state.”
The stadium, which draws nearly 2 million visitors annually, serves as a host site for AFL and cricket matches, as well as international events, concerts, and private functions. It also houses the Oval Hotel, retail and dining outlets, and the RoofClimb experience.
Adelaide Oval CEO Nick Addison noted the importance of aligning with organisations that support the venue’s community-first approach.
“As the custodians of South Australia’s most recognisable asset, we have a responsibility to maintain its standing as an internationally renowned venue and seek partners that share that vision,” he said. “In NRMA Insurance, we have secured a partner that not only shares our values and our commitment to South Australia but also our enthusiasm for creating new opportunities for customer engagement and community outreach.”
The announcement follows NRMA Insurance’s earlier 2025 commitment as a presenting partner for the Adelaide Fringe, where it matched public donations to the festival’s philanthropic programs.
The insurer has also maintained an ongoing collaboration with the South Australian State Emergency Service since 2021.
Michelle Klein, NRMA Insurance’s chief customer and marketing officer, said the partnerships reflect the insurer's long-term regional strategy.
“Our partnerships in South Australia with SA SES, Adelaide Fringe, and now Adelaide Oval demonstrate our commitment to helping South Australian communities and supporting the cultural moments that hold significance,” she said.
