Sky Network Television has bought the rights to put its name on Wellington's Westpac Stadium.
It will be rebranded Sky Stadium from January next year.
Sky announced the move as it revealed it had posted an loss of $607m for the year after writing-off large parts of its business.
Chief executive Martin Stewart said the sponsorship was part of its strategy to connect with sport fans.
Westpac bank had previously announced it would pull its sponsorship from the stadium which carried its name for 19 years.
The new sponsorship deal is for six years.
Sky Stadium is only the second name for the venue, known as the 'cake tin'.
Westpac's naming rights partnership, starting when the stadium first opened in 2000, was one of the longest in New Zealand sport.