Samsung-via-Harman owned audio brand JBL has announced a new partnership with Sydney’s Qudos Bank Arena to become the 21,000+ capacity venue’s official “Lifestyle Audio” partner.

The deal sees JBL take over three areas within the arena to engage customers and show off its products.

The JBL LIVE space in the grand foyer offers a live music space, while the JBL LIVE LOUNGE gives corporate suite guests access to a “hands-on experience”.

The JBL GA STANDING FLOOR ENTRY tunnel funnels concert-goers to the moshpit and standing areas.

JBL country manager Marcus Fry said his company and the arena have a “natural” partnership.

“Music is at the core of what we both do and this partnership allows us to bring those exciting music and sporting moments to over a million people each year.”

“JBL is about delivering memorable live music moments to consumers and our product mantra is to bring that stadium quality sound to our portable speakers, headphones and soundbars,” Mr Fry said.