Transiting from a type of business venture to one that offers maximum opportunities might not be easy, the Etihad Stadium achieved it. The rebranding process came with extra responsibilities that paid off handsomely. This story of the new Marvel Stadium will inspire you.
As a great brand, Aussie’s multi-purpose sports arena became prominent with its 27,000-seat capacity. Etihad is an Abu Dhabi-based airline that signed an eight-year deal with one of Australia’s biggest sports and events stadium. In this article, you will understand how this strategic alliance became a success.
The Process of Rebranding
Marvel is a big brand that invested in sports facilities. In Melbourne, this super brand runs retail stores and chains of entertainment facilities. Sports fixtures for cricket, football, and soccer are a season-long event. Formerly (between 2000 and 2002), it was called the Colonial Stadium. Then, it changed to the Telstra Dome in 2002 and maintained its name until 2009.
However, it was renamed the Etihad Stadium in 2009. There was a change of name in 2019 with a deal that involved America’s Walt Disney Company. It was a marvellous experience for sports enthusiasts in Australia to see a change of name from the Etihad Stadium to the Marvel Stadium by d by Disney.
The deal between Disney and Etihad brought a new experience of entertainment in Australia. Disney has been a big brand since the 19th century. The corporation has produced blockbuster movies like Captain America and The Avengers. Since the transition, audiences have been thrilled by amazing events at this stadium. Also, their experience has reached another level of satisfaction.
An Opportunity for Wealth Creation
When Walt Disney Company Australia announced the deal in September 2018, it was welcomed with fanfare. Sports enthusiasts that have foresight saw potentials for employment and income generation.
Many e-commerce marketing companies signed up with the entertainment giant to make money. Since that time, there have been more jobs for people and quality service for visitors. The increase in client engagement has been seamless because of improved facilities.
With a multi-purpose stadium for social activities, the Marvel stadium has diversified from sports business. There have been big musical concerts and UFC boxing competitions in this stadium. The recent UFC between New Zealand and Australia’s best fighters was in October 2019. On that day, there was a big football game in the stadium and many fans also saw the fight.
As one of Australia’s most recognized brands, Marvel is a big name in the entertainment industry. According to Kylie Watson-Wheeler who’s Walt Disney’s (Australia) director, Marvel has sponsorship rights to organize many activities in its stadium.
This deal allows the brand to organize AFL games in its facilities. There are about 45 matches in the AFL league that receives an audience from different backgrounds. The Victorian government didn’t fail to take advantage of this mouth-watering deal. Instead, they invested about $225m into the new Marvel stadium. Don’t visit Australia without seeing this magnificent stadium in the suburbs (Docklands) of Melbourne.
A Unique Architecture for Sports Development
What thrills me more about the Marvel stadium is its architecture. A portion (Southern Hemisphere) of this stadium has retractable roof structures. Its 55,000-seat arrangement with an adjustable roof that makes the Marvel stadium unique. Since 2000, the stadium has been the headquarters of the AFL. It has also hosted big league games and clubs like Carlton, Essendon, and Western Bulldogs.
The rebranding idea of this Marvel Stadium (formerly Etihad Stadium) shows careful planning. While it’s an idea that has generated more revenue, you can underscore its impact on the development of grassroots-based sporting competitions.