Marvel-lous idea? Etihad Stadium renamed after Walt Disney deal

It has previously been known as Colonial Stadium, the Telstra Dome and most recently Etihad Stadium, but come September Docklands Stadium in Melbourne will go by a new name: Marvel Stadium.

With Etihad’s current deal coming to an end in August, an eight-year naming rights deal has been struck with the Walt Disney Company Australia in a move that will also see a Marvel retail store installed at the ground and “a new era of entertainment” ushered in.

“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,” Melbourne Stadiums Limited CEO Michael Green said.

Marvel becomes the fourth naming rights sponsor of the facility, built in 2000 in the inner-western suburbs of Melbourne. It currently houses the AFL’s headquarters and is home to five clubs – Essendon, St Kilda, Western Bulldogs, North Melbourne and Carlton – as well as the Melbourne Renegades’ men’s and women’s Big Bash League teams and reigning A-League champions Melbourne Victory.

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

Marvel Entertainment, Marvel Worldwide’s parent company which was acquired by The Walt Disney Company in 2009, is the creator of well-known superhero comic characters such as Spider-Man, Iron Man, the Hulk, Thor and Captain America.

“Marvel is a powerhouse in the entertainment industry and one of the most recognised brand names in the world,” Green said. “It is a brand dedicated to audience experiences, which firmly aligns with our vision to create incredible experiences for fans.”

It is not the first time Marvel and the AFL have teamed up – in 2015, the Sunday Funday promotion was launched which grants children free general admission to games on Sundays. Marvel is also involved with the NRL in its super hero round, during which players don comic-book themed jerseys.

Kylie Watson-Wheeler, the senior vice president and managing director of the Walt Disney Company in Australia and New Zealand, said the union of comic books and a sports stadium was an obvious one.

“Marvel is known for epic storytelling with heart, action, humour and relatability,” she said. “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.”

Initial reaction to the announcement was, inevitably, mixed.

“Disney got the sponsorship wrong. ‘Muppet Stadium’ or ‘Mickey Mouse Arena’ would be more fitting,” wrote one critic on Twitter while another branded it “a dumb joke”.

Not all were against the move though, with one Twitter account hailing the deal as a triumph for the “nerds”.