Hnry bets on culture, not category, with stadium naming rights

Sydney, 2 March 2026 - Financial services brands typically fight for attention through trade channels, performance marketing and professional networks, but accountancy Hnry is taking a very different route, putting sole traders at the centre of mainstream sporting culture.

In a world-first move, Wellington Regional Stadium yesterday became Hnry Stadium - the first time a major stadium has been named after an organisation representing the self-employed. The five-year partnership signals a deliberate shift from traditional marketing toward cultural brand building and in real-life experiences.

Hnry Australia Managing Director Karan Anand says it's a chance for the global fintech accountancy to add non-traditional marketing to the mix.

"Stadium sponsorships have traditionally been reserved for large corporations and institutions; never for a business that represents millions of people who work for themselves," he says.

The venue hosts major international sporting events, including international rugby tests (including Wallaby fixtures), Super Rugby games, international cricket tours, A-League games and even AFL matches. The first international fixture under the new name saw Sydney FC take on Wellington Phoenix yesterday.

Founded in New Zealand in 2017 and launched in Australia in 2020, Hnry automates tax, GST, invoicing, expenses and filings for freelancers, contractors and sole traders. Anand says the sponsorship reflects broader workforce trends shaping both Australia and New Zealand.

"More Australians are choosing autonomy and flexibility in their work. This partnership isn't just about brand exposure; it's about backing a workforce that is becoming central to both economies."

By embedding itself in major sporting moments, Hnry is positioning the sole-trader economy within mainstream cultural conversation; a move that signals a broader shift in how financial brands engage with emerging workforce segments.

Hnry Stadium will host a range of sporting, entertainment and community events throughout its partnership term.

About Hnry:

Hnry is the world's first all-in-one service for sole traders, providing digital accounting and tax automation. Designed to make self-employment simple, affordable and stress-free, Hnry is available in the UK, Australia and NZ and processes billions of dollars in payments each year; it automatically calculates and pays taxes as you earn and takes care of invoicing and expenses with on-demand accountancy support - meaning you never have to think about tax again. Hnry is Australasia's fastest-growing accountancy service, is on the Forbes Asia 100 To Watch 2025 list, and won the People's Choice Award for 'Fintech Organisation of the Year' in 2022 and 2023. Hnry recently won the 'Innovation in Financial Services' category at the 2024 INFINZ Awards. Named in the Deloitte Fast 50 in 2023, 2024 and 2025. Find out more at www.hnry.com.au.

ENDS

For further information:

Jacinda Thorn, Public Relations | +61430620616 | jacinda @thornpr.co