Etihad Stadium will be renamed Marvel Stadium in a new partnership with The Walt Disney Company Australia. The Docklands stadium will be known as Marvel Stadium from September 1 in an eight-year agreement between Melbourne Stadiums Limited and Disney.
In a statement on Thursday morning, Melbourne Stadiums Limited CEO Michael Green said the rebranding would see a Marvel retail store and other "activations" installed at the site to bring the characters to life.
“Marvel is a powerhouse in the entertainment industry and one of the most recognised brand names in the world. It is a brand dedicated to audience experiences, which firmly aligns with our vision to create incredible experiences for fans," Mr Green said.
“This partnership will allow us to take the stadium atmosphere to the next level and create memorable experiences for a vast array of audiences and we look forward to delivering a truly game-changing experience."
A government spokesman said: "This is a matter for the AFL."
The multipurpose stadium, which has previously been known as Telstra Dome and Colonial Stadium, is the headquarters of the AFL. Etihad purchased the naming rights in 2009 but the partnership is set to end this year.
The first AFL match was played at the ground on March 9, 2000, between Essendon and Port Adelaide.
Kylie Watson-Wheeler, the senior vice president and managing director of The Walt Disney Company in Australia and New Zealand, said Australians were some of the biggest fans of the Marvel brand in the world.
“Marvel is known for epic storytelling with heart, action, humour and relatability. MSL’s Docklands Stadium has told its own compelling stories over time, via a vast array of sport and entertainment. It’s why this partnership is such a great fit," she said.
Article via The Age – 24 May 2018