Melbourne, Australia's Etihad Stadium will be rebranded Marvel Stadium beginning Sept. 1, as part of an eight-year partnership with The Walt Disney Co.
The deal will including a complete rebranding of the 56,000-seat multi-sport venue, which serves as headquarters of the Australian Football League, and host to soccer, rugby and cricket. A roughly 540-square-foot Marvel retail store also will be installed on site, along with other "activations" intended to bring the company's iconic characters to life.
“Marvel is a powerhouse in the entertainment industry and one of the most recognized brand names in the world," Melbourne Stadiums Limited CEO Michael Green said in a statement. "It is a brand dedicated to audience experiences, which firmly aligns with our vision to create incredible experiences for fans. 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."
Before it became Etihad Stadium in 2009, when the United Arab Emirates airline purchased the naming rights, the 18-year-old Docklands Stadium was known as the Telstra Dome and Colonial Stadium.
“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,” Kylie Watson-Wheeler, senior vice president and managing director of The Walt Disney Company in Australia and New Zealand, said in a statement. “Marvel is known for epic storytelling with heart, action, humor 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.”
(via The Age)