Industry News

Melbourne’s Etihad becomes Marvel Stadium

Melbourne’s Docklands Stadium is set for a superhero of a makeover after signing a deal with Disney that will see it become the Marvel Stadium.

The 53,000-capacity venue, currently known as Etihad Stadium, will undergo a complete rebranding and relaunch as Marvel Stadium on September 1.

Melbourne Stadiums Limited (MSL), which operates the venue that is home to five Melbourne Australian Rules football teams, announced the partnership with The Walt Disney Company Australia.

Among the developments accompanying the name change will be the introduction of an on-site Marvel shop and cross-marketing by the entertainment giant. Marvel characters include Spider-Man, Iron Man, the Hulk and Captain America.

“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,” MSL chief executive Michael Green said.

“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.

The deal comes after last month’s announcement that the Victorian government will invest Aus$225m into the stadium and Docklands precinct around it.

Kylie Watson-Wheeler, Disney Australia’s senior vice-president and managing director, said the partnership is a collaboration of storytelling and will bring people closer to the already popular Marvel brand.

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.”

IMAGES: Disney/MSL (main) / Plutinc (stadium)