Etihad Stadium in the Australian city of Melbourne is to be renamed as Marvel Stadium through an agreement between Melbourne Stadiums Limited and The Walt Disney Company Australia.
The eight-year agreement is effective from September 1, with Abu Dhabi-based airline Etihad Airways’ naming-rights deal ending in August.
As part of the agreement, a Marvel retail store will be installed at the stadium, which is used for AFL Aussie rules fixtures, along with cricket and football matches. The stadium is owned by the AFL.
“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 chief executive Michael Green said, according to the Guardian newspaper.
Green added: “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.”
Marvel Entertainment was acquired by The Walt Disney Company in 2009. Its superhero characters include Spider-Man, Captain America, Iron Man, the Hulk and Thor.
Last month it was announced that Etihad Stadium is set for a major redevelopment worth Aus$225m (€145m/$170m).