New name for major Melbourne stadium

The second-biggest sporting arena in Melbourne will undergo another name change, with the venue in the Docklands to be officially known as Etihad Stadium from March next year.

The 55,000 capacity venue, which began operations in 2000, has previously been known as Colonial Stadium and Telstra Dome.

Abu Dhabi-based Etihad Airways will take over the naming rights after agreeing to a five-year deal - plus an option for a further five years.

“We hope that option will continue to be renewed because what we’re after is long-term partnerships and we’re looking forward to that progressing with Etihad,” the stadium’s chief executive Ian Collins said today.

“(The amount) is rather significant, a naming rights sponsorship is something you don’t often have to go to the market with.

“And there are only a limited number of opportunities that will be interested in a naming rights sponsorship.”

The name change will become official on March 1 for the start of the AFL season.

Less than a month later, Etihad will begin flying daily into Melbourne from Abu Dhabi.

The national carrier of the United Arab Emirates already operates regular routes into Sydney and Brisbane.

Etihad also has sponsorship deals with the Ferrari Formula One outfit, top English soccer club Chelsea and London rugby team Harlequins.

Etihad CEO James Hogan said his company had been in serious discussions with the Melbourne venue for six months.

“The airline is here for the long road and this partnership reflects how we want to bring the Etihad name into the community,” he said.

“This sponsorship is key in building our presence in Victoria and the rest of Australia.”

The naming rights deal was made public the day before the announcement of the 2009 AFL draw.

The roofed stadium is the official home ground of AFL clubs Carlton, Essendon, North Melbourne, St Kilda and the Western Bulldogs.

All AFL matches in Melbourne are played either there or at the 100,000-capacity Melbourne Cricket Ground.

The venue has also played host to major cricket, soccer, rugby league and rugby union matches.

U2, Barbra Streisand and Robbie Williams are among the big-name entertainers to have performed at the venue on the western fringe of the Melbourne CBD.

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