Melbourne's Etihad Stadium is getting another name change after almost a decade, with the multi-purpose venue to be rebranded as Marvel Stadium.
The eight-year deal with the Walt Disney Company Australia, which starts on September 1, will include the renaming of the stadium, an on-site Marvel shop and cross-marketing by the entertainment giant.
Melbourne Stadiums Limited chief executive Michael Green says the sponsorship deal will allow for increased engagement with visitors to the ground.
"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," he said in a statement on Thursday.
Green said Marvel was one of the world's most recognised brands and a "powerhouse" of the entertainment industry.
"It is a brand dedicated to audience experiences, which firmly aligns with our vision to create incredible experiences for fans," he said.
Walt Disney Company Australia managing director Kylie Watson-Wheeler said the sponsorship deal provided a new way for the Marvel brand to interact with a broad audience.
"Through (this) partnership with MSL we hope to bring people together and provide them with a unique opportunity to immerse themselves in the Marvel brand," Watson-Wheeler said.
The ground has been previously been named the Docklands stadium, Colonial Stadium and Telstra Dome.
Australian Associated Press
