14-15 july 2018

ICC Sydney Exhibition Centre

Darling Harbour, Australia

Exhibitor information pack

SMASH! mascots

Australia's Largest Japanese Pop Culture Convention

Since its humble beginnings in 2007 SMASH! has now grown to become Australia's premier anime convention.

SMASH! is a 2-day convention run by SMASH Inc., a not-for-profit organisation created by the fans for the fans, dedicated to promoting the Japanese culture for both our attendees and our exhibitors.

SMASH Inc. aim to create an open and affordable avenue that serves as a meeting point for fans with an emphasis on art, creativity and community involvement.

SMASH! attendance graph

attendance graph


With a constant increase of attendance numbers every year, SMASH! is your opportunity to connect with thousands of attendees. SMASH! 2017 hit over 19,000 attendees and with the move back into Sydney's CBD, the central location of the ICC Sydney, Darling Harbour is expected to let SMASH! hit the 20,000 mark.



likes & follows


follows & growing
SMASH! website


page views a year
SMASH! website


unique views before con

2017 Gender distribution (Percentages)

gender distribution pie graph

2017 Age distribution (Percentages)

age distribution bar graph



52 Exhibitors 185 Artists 6 Community groups 4 Independent Game Developers


37 Exhibitors 126 Artists 6 Community groups


49 Exhibitors 244 Artists 10 Community groups 10 Independent Game Developers

case studies

Madman Entertainment

Australia's leading anime distribution and rights company has been supporting SMASH! since 2007. Madman has sponsored and collaborated with SMASH! on numerous events and guests.

  • Brand Activation for DragonBall Super
  • Collaboration of Love Live! Project Cafe and Love Live! costume exhibition in 2015
  • Cosplay Competition Sponsor since the beginning of SMASH!

Hobby Co

Leading distributor of hobby products in Australia and long time SMASH! partner.

  • Partnered with SMASH! to hold large scale Gunpla events
  • Sponsored international Gunpla guest
  • Hosted World Gunpla competition since 2010

Japan Airlines

Flag carrier and largest airline company in Japan. Partner of SMASH! since 2011.

  • Major sponsor of World Cosplay Summit

The Japan Foundation, Sydney

Japanese government agency that promotes cultural and intellectual exchange between Japan and Australia. Supporter of SMASH! since 2010.

  • Naming rights and exclusive access sponsor for major VIP Guests
  • Interactive Exhibition and Workshop space at SMASH!
  • Brand Activation for Japan Film Festival in 2016


Leading Australian online distributor of tech goods.

  • Provided SMASH! with a large range of hardware to support the growing gaming interest
  • Organised gaming tournaments

Anime at Abbotsford

Sydney’s foremost anime and pop culture retailer. Has been with SMASH! since 2008 as ongoing sponsor and exhibitor.

  • Partnered with SMASH! for the I ♡ Anisong project in 2015
  • Major sponsor of the Cosplay Catwalk and pre-con giveaway promotions
International Convention Centre Sydney


Located in Darling Harbour, the all new International Convention Centre Sydney has opened again in December 2016 after 3 years of renovation. Featuring a striking contemporary design, leading technology and multipurpose spaces, ICC Sydney is the perfect space for the growing needs of SMASH! as a convention.

Google Maps

Exhibitor Hall

This year we will be utilising the Upper Halls 5, 6 and 7 of the ICC Sydney Exhibition Centre, featuring a huge multipurpose space of 13,500 sqm. The new versatile style venue will provide plenty of opportunity for you to showcase your ideas, there is plenty of space for you to display your products and interact with the audience in a spacious and dynamic environment.


Located in Darling Harbour, the ICC Sydney can be easily reached by various methods:

  • 10 minute walk from Town Hall Station
  • 1 minute walk from Convention Centre Light Rail Stop
  • 1 minute walk from Darling Harbour Convention Ferry Wharf (serviced by Captain Cook Cruises)
  • Paid parking available onsite

Sponsorship Package

As a premium convention that continues to grow, SMASH! is a great opportunity to increase your brand awareness and reach new target audiences. We offer a variety of promotional opportunities ranging across event and exhibition sponsorships include (but not limited to):

Pre-Convention Advertisement

  • Social media promotion
  • Printed and online publications

    (e.g. poster, postcard, e-newsletter)

  • Website promotion

    (e.g. logo & link on sponsor bar, logo & link embedded with event)

Advertisement at the Convention

  • Naming rights for guests, events and venue
  • Printed publications

    (e.g. sponsor logos and advertisement in programme booklet)

  • Digital promotion & video advertisement
  • Signage and brand activation
  • Curated panels

We also offer sponsorship packages that include a variety of sponsorship options together to make the most of your SMASH! experience. Below is a sample sponsorship package, these packages are flexible and can be altered to fit your needs accordingly.


Digital Promotion

  • Website Promotion
  • Social Media Promotion & Recognition
  • Logo on SMASH! Website
  • Logo on SMASH! Powerpoint Slide (Convention)

Exclusive Promotion

  • Logo on SMASH! Programme Booklet
  • Logo on SMASH! Postcards
  • Logo on SMASH! Posters
  • Promo Item in Showbag: A4 Large
  • Half page Advertisement in Programme Booklet
  • Announcement Advertisement: Main Exhibitor Hall & Mini Stage
  • Video Advertisement on Main Stage & All General Areas
  • Event Naming Rights: Major Event
  • Area / Room Naming Rights: Mini/Major Stage or Panels Room

Not Quite What You Are Looking For?

Contact us at exhibitors@smash.org.au and we will work to tailor a package that meets your requirements.

Sponsorship options

Digital Media

  • Advertisement and logo placement on SMASH! Website
  • Social Media Promotion (Twitter, Facebook, Instagram)
  • Links Embedded with SMASH! Events

print media

  • Logo Placement inside Programme Booklet
  • Advertisement inside Programme Booklet
  • Logo Placement on SMASH! Posters
  • Logo Placement on SMASH! Postcards
  • Logo Placement on SMASH! Volunteer T-shirts
  • Logo Placement on Attendee Lanyards

On the day promotion

  • Industry Panel (1 hour)
  • Venue Wide Announcement
  • Venue Wide Video Advertisement
  • Event & Area Naming Rights
  • Guest Sponsorship & Guest Event Naming Rights
  • Promotional SMASH! Showbag Insert
  • Miscellaneous SMASH! Showbag Insert
  • Logo Placement on Showbags
SMASH! staff

exhibition packages

Size 3.0m x 3.0m, carpet floor
Wall 2.4m high velcro compatible corinthian walls

2 x 1.8m Trestle table

4 x Kelly chairs

2 x black Table cloths

Signage Digitally printed company name fascia sign
Lighting 2 x Track spotlights
Power One general purpose outlet per booth, regardless of size
exhibitor booth




Including GST

  • 3m x 3m booth package. Inclusive of velcro compatible walls, digitally printed company name fascia sign, standard signage and lights as specified
  • Short company blurb and link to your website included on our website
  • Programme booklet listing
  • 4 staff passes
  • Larger spaces, and additional services available on request

Booth sizes are fixed, although we are happy to discuss package options and prices with you to tailor a package that suits your needs.

Customised booth options are also available; please contact our exhibitors team at exhibitors@smash.org.au for tailored packages that suit your needs.

Apply Now!

Past guests 2017

Daisuke Sakaguchi

Shizuka Itoh

Baozi & Hana


Shiori Mikami

Kozaki Yusuke


Asami Hagiwara

Yui Kanan