Etihad gets a marvellous new name

Docklands Stadium in Melbourne has been given many names over the years. First, it was Colonial Stadium, then Telstra Dome and, more recently, it’s been Etihad Stadium.

And it’s about to change name again.

Melbourne Stadiums Limited, which manages the stadium, today announced it had formed a partnership with the Walt Disney Company, which would see the stadium renamed Marvel Stadium.

Melbourne Stadiums LImited chief executive Michael Green says the new partnership is a dynamic step forward.

“Marvel is a powerhouse in the entertainment industry and one of the most recognised brand names in the world,” he says.

“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.”

The Walt Disney Company Australia and New Zealand senior vice president and managing director Kylie Watson-Wheeler says the partnership is a great fit because both companies are committed to telling stories.

“Marvel is known for epic storytelling with heart, action, humour and relatability [and] MSL’s Docklands Stadium has told its own compelling stories over time via a vast array of sport and entertainment,” she says.

“For both lifelong fans or those establishing a connection to these incredible characters and stories for the first time, Marvel Stadium will offer a unique and exciting experience for all.”

“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 the opportunity to immerse themselves in the Marvel brand.”

The eight-year agreement will start on September 1 and will also see a Marvel retail store established.

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