Marvel announced as new sponsor for Docklands Stadium, polarising fans
Melbourne’s Docklands Stadium is set to be renamed Marvel Stadium in an eight-year sponsorship deal from September this year.
The deal will include a complete re-branding of the venue and the opening of a new premium Marvel store within the stadium precinct.
“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,” said Michael Green, chief executive of Melbourne Stadiums Limited.
“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.”
Although the reaction has been mixed from fans, Con Stavros, marketing expert at RMIT, told ABC Melbourne that he was positive about the deal.
“I don’t mind the name Marvel Stadium. I actually see finally a connection with the two brands. A stadium with sporting entertainment precinct and Marvel being an entertainment brand owned by the Walt Disney Company,” Mr Stavros said.
“At least there’s some strategic alliance there. I often scratch my head at other stadiums where their names are given and I can’t even work out what the brand is and I don’t hear much about it.
“They [Marvel] will actually turn it into an experience and the AFL has been very clear about that stadium needing a little bit of a pep, a little bit of excitement.”
Marvel already has a partnership with the AFL by assisting with the provision of free tickets for all children aged 14 and under to Sunday games.
According to Stavros the agreement could be worth “tens of millions of dollars over the lifetime of the deal”.