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Docklands
stadium to become Marvel Stadium in historic deal, by Greg Tingle - May 2018
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by
Greg Tingle This
September Melbourne’s Docklands Stadium will be rebranded as Marvel Stadium
for the next eight years following a partnership agreement with Disney aka The
Walt Disney Company Australia. Currently
branded Etihad Stadium, the well known venue will undergo a complete rebranding
and relaunch as Marvel Stadium on September 1. Melbourne
Stadiums Limited (MSL) chief executive Michael Green said Marvel is one of the
most recognised brand names in the world these days. “It
is a brand dedicated to audience experiences, which firmly aligns with our vision
to create incredible experiences for fans,” he said. “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.” Kylie
Watson-Wheeler, senior vice president and managing director of The Walt Disney
Company Australia, described the partnership as a collaboration of storytelling. “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,” she 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.” At
time of publication it is not known if Marvel or other movie based studio or production
company will aim to get naming rights to another Australian stadium. Sports media
has long covered the Melbourne vs Sydney sports and entertainment "wars"
for the entertainment dollar. There's also been speculation that a major American
or European based betting company is looking to secure major naming rights on
an Australian stadium in the near future, however it is speculation at this time. As
Stan Lee, comic book living legend would say, Excelsior! 
News Sports
entertainment business approaching fever pitch down under in Australia; WWE, UFC
others eyeing off major Australian sports stadiums; Potential sports betting opportunities;
William Hill, Bet365, other sports betting giants interested to secure naming
rights to Australian horse racing and motorsport tracks? Nitro
Circus, X-Games, Energy Monster Trucks, UFC, Bellator MMA, PBR, Red Bull extreme
sports competing for the same audience; Ticket sales, media rights, sponsorships
and getting the price right for punters WWE
returning to New York's Madison Square Garden on 7th July 2018 
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