Etihad Stadium to be renamed Marvel Stadium
Melbourne’s Etihad Stadium has a new naming-rights sponsor, with the 55,000-capacity Docklands venue to be known as Marvel Stadium as of September 1, 2018.
The 18-year-old venue has had three previous names. It opened in 2000 as Colonial Stadium before changing to Telstra Dome in 2002. Etihad took over the naming-rights in 2009 while the venue has also been known as Docklands Stadium when sponsorship cannot be used, such as AFC Champions League games.
The new eight-year agreement with The Walt Disney Company Australia includes complete rebranding and renaming of the stadium, a premium Marvel retail store, as well as a host of other activations that will bring much- loved Marvel stories and characters to life.
MSL CEO Michael Green said the new partnership was a dynamic step forward for the stadium and aligns with its focus on fostering a deeper level of engagement with fans.
“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.
“Over 18-years, we have become the world’s busiest multi-purpose stadium. Now, we look forward to a new era of entertainment for the stadium where we will push the envelope and continue to deliver world-class events and fan engagement.
“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,” he said.
Senior Vice President and Managing Director of The Walt Disney Company in Australia and New Zealand, Kylie Watson-Wheeler said the partnership was a new and relevant way for the Marvel brand to interact with broad audiences.
“Australian fans are amongst the most passionate in the world and through our partnership with MSL, we hope to bring people together, and provide them with a unique opportunity to immerse themselves in the Marvel brand,” Ms. Watson-Wheeler said.
“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.
“For both lifelong Marvel fans or those establishing a connection with these incredible characters and stories for the first time, Marvel Stadium will offer a unique and exciting experience for all.”
The partnership commences September 1, 2018, and will see the new name Marvel Stadium take effect in time for the summer season of events including soccer and cricket matches and a range of concerts.