Melbourne's Docklands Stadium will be known as Marvel Stadium for the next eight years after an historic partnership agreement was reached with The Walt Disney Company Australia.
The venue, currently known as Etihad Stadium, will undergo a complete rebranding and relaunch as Marvel Stadium on September 1 ahead of the summer of sport and various concerts.
Melbourne Stadiums Limited [MSL] together with The Walt Disney Company Australia announced the partnership on Thursday morning.
"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," MSL chief executive Michael Green 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, hailed the partnership as a collaboration of storytelling and hoped it would bring people closer to the already popular Marvel brand.
"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."