Melbourne Stadiums Limited (MSL) and Walt Disney Australia have entered into a new eight-year deal that will see the Docklands Stadium named Marvel Stadium.
A complete rebranding and renaming of the stadium will take place by 1 September 2018, with the new stadium to also include a premium Marvel retail store.
A raft of in-stadium activations will also take place, with a focus on bringing stories and characters to life.
“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," MSL CEO Michael Green says.
“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."
Walt Disney, who owns Marvel Studios, says the partnership was a new and relevant way for the brand to interact with broader audiences.
“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," Walt Disney Company Australia senior VP and MD Kylie Watson-Wheeler says.
“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."
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