Melbourne Stadiums Limited announce new naming rights agreement
Melbourne Stadiums Limited (MSL) and The Walt Disney Company Australia have announced an exciting new partnership that will see the Docklands Stadium named Marvel Stadium as of 1 September 2018.
The eight-year agreement includes complete rebranding and renaming of the stadium, a premium Marvel retail store, as well as a host of other activations that will bring much-loved Marvel stories and characters to life.
MSL CEO Michael Green said the new partnership was a dynamic step forward for the stadium and aligns with its focus on fostering a deeper level of engagement with fans.
“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,” he said.
Senior Vice President and Managing Director of The Walt Disney Company in Australia and New Zealand, Kylie Watson-Wheeler said the partnership was a new and relevant way for the Marvel brand to interact with broad 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,” Ms. Watson-Wheeler said.
“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.
“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 partnership commences September 1 2018, and will see the new name Marvel Stadium take effect in time for the summer season of events including soccer and cricket
matches and a range of concerts.