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Disney secures naming rights at Melbourne’s Etihad Stadium

Disney secures naming rights at Melbourne’s Etihad Stadium
May 24, 2018

Melbourne Stadiums Limited (MSL) and The Walt Disney Company Australia have today announced a new naming rights deal that will see the Docklands Stadium named Marvel Stadium as of 1st September 2018.

The eight-year agreement includes complete rebranding and renaming of the stadium, a premium Marvel retail store, as well as a host of other activations that will bring muchloved Marvel stories and characters to life.

MSL Chief Executive Michael Green said the new partnership was a dynamic step forward for the venue, commenting “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.”

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.

Watson-Wheeler stated “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.”

“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 will see the new Marvel Stadium naming replace that of Etihad Stadium as of 1st September in time for the summer season of events including football and cricket matches and a range of concerts.

The deal is believed to worth more than $70 million.

Image: Melbourne Victory at Etihad Stadium (top) and an artist's impression of the new branding (below).

23rd May 2018 - ETIHAD AIRWAYS’S NAMING RIGHTS DEAL AT MELBOURNE’S DOCKLANDS STADIUM TO END

2nd May 2018 - GUIDE DOGS AUSTRALIA RECOGNISE ETIHAD STADIUM FOR COMMUNITY ACCESSIBILITY 

30th April 2018 - ETIHAD STADIUM WELCOMES 40-MILLIONTH EVENT PATRON

13th April 2018 - VICTORIAN GOVERNMENT BACKS PLANS FOR REDEVELOPMENT OF MCG AND ETIHAD STADIUM 

27th September 2017 - AFLW CONFIRM FURTHER EXPANSION PLANS OVER NEXT TWO YEARS

7th September 2017 - MARVEL EXHIBITION PROVES RECORD BREAKING SUCCESS AT QAGOMA 

18th January 2017 - IRON MAN EXPERIENCE OPENS AT DISNEYLAND HONG KONG 

7th October 2016 - AFL AGREES ETIHAD STADIUM PURCHASE

23rd July 2016 - MICHAEL GREEN NAMED CHIEF EXECUTIVE AT ETIHAD STADIUM

1st July 2016 - AFL PLANS $300 MILLION UPGRADE OF ETIHAD STADIUM

15th February 2016 - EDINBURGH MILITARY TATTOO MARCHES INTO ETIHAD STADIUM  

17th August 2012 - ETIHAD RETAINS NAMING RIGHTS AT MELBOURNE’S DOCKLANDS STADIUM 

4th September 2009 - AFL RECOGNISES ETIHAD STADIUM NAMING

5th March 2009 - IT’S ETIHAD STADIUM, BUT NOT FOR THE AFL 


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The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

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