Virgin Mobile is bolstering its brand within Australia's live space through a headline sponsorship agreement for the Sydney Metro Theatre.

The central Sydney venue will now become the Virgin Mobile Metro, its owners Century Venues revealed today (Sept. 17).

Through the arrangement, Virgin Mobile's 750,000-plus members will earn special access to content and concerts and stand to enjoy VIP treatment at certain Virgin Mobile Metro gigs, while performers will have the chance to communicate with the network's customer base.

Concerts will be taped and Webcast to Virgin Mobile members via the new Members' Lounge Web site

"The partnership is a logical alliance that will benefit contemporary live music and emerging artists," commented Elia Eliades, managing director of Century Venues, in a statement. "Contemporary music is yet to receive the subsidies and formal endorsements that other live arts in Australia enjoy. As such, it's up to those committed to a vibrant contemporary live music sector to create relationships that support this sector."

To toast the new venture, the venue will host a launch party on Sept. 29 for Dappled Cities' independent new single release "The Night is Young at Heart."

"We hope this partnership with Metro will be the first of similar partnerships throughout the country for Virgin Mobile," said Dave Cain, Virgin Mobile's experiential marketing manager.

Century Venues' portfolio of live music and comedy venues include the Enmore and the Vanguard.