fbpx
x

The latest industry news to your inbox.

    

I'd like to hear about marketing opportunities

    

I accept IQ Magazine's Terms and Conditions and Privacy Policy

news

Melbourne’s Etihad to become Marvel Stadium

The Etihad Stadium in Melbourne, Australia, is to be rebranded after the Disney-owned comic-book megabrand

By Jamie Raybould on 29 May 2018

marvel and docklands deal

Kylie Watson-Wheeler and Michael Green


image © Etihad stadium

Melbourne Stadiums Limited (MSL) has partnered with the Walt Disney Company Australia to announce the rebranding and renaming of Australia’s iconic Melbourne Docklands (previously Etihad) Stadium to Marvel Stadium.

The stadium is generally used for Australian rules football, association football, cricket and rugby; however, it is often also utilised for concerts (65,000-cap.), having recently played host to Ed Sheeran’s record-breaking world tour.

Work commences on 1 September 2018, with a large Marvel store to be constructed within the stadium.

The MD of the Walt Disney Company Australia, Kylie Watson-Wheeler, comments: “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.

“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.

“This partnership will allow us to take the stadium atmosphere to the next level”

“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 CEO of MSL, Michael Green, says about the partnership: “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.”

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.