Etihad Stadium and the Walt Disney company have today announced a partnership that will see the Docklands venue renamed as Marvel Stadium on September 1. No, really.
In a press release – confirmed not to have been originally scheduled for April 1 – the two parties announced plans to build a Marvel retail store in the stadium.
In an interview on Melbourne radio, stadium chief executive Michael Green said fans would see characters “brought to life” with “a lot of technology content”.
“This is one of the most exciting things for us, this will be far more than having a sign on the building,” he said.
The Geelong Advertiser’s deputy sports editor – Ryan Reynolds (no, not that one) – had this to say;
Other members of the AFL community were quick to chime in with their thoughts too;
The Western Bulldogs jumped at the opportunity to ask Thor actor, and longtime Doggies fan, Chris Hemsworth if the news would see him pull on the jumper.
Marvel has risen to mainstream prominence over the last decade with a string of successful comic book films, starting with Iron Man in 2008 and culminating thus far in Avengers: Infinity War earlier this year.
They have also published successful Netflix series in Daredevil, Jessica Jones and Luke Cage.
Several other popular characters are published under the Marvel imprint, including Spider-Man, Thor, Captain America, Hulk and the X-Men.
Republican
Guest
........selling the codes soul to the American dream i.e. the thematisation of sport. Razzle dazzle........
Kangajets
Guest
Do we marvel at how bad the skills of the game have become
User
Roar Rookie
You'll find plenty of examples of Wrigley chewing gum, Wrigley field/cubs cross promotion advertising from across the years on the net, to say one is not intrinsically tied to the other is simply a mistruth
Kris
Guest
If you are booking a flight you might be nervous about flying with Beijing Capital Airlines, Scoot, or Cebu Pacific. You don't recognise their names. You feel they don't have a reputation. On the other hand Emirates is in your mind a 'name' brand on a par with Qantas or Singapore Airlines. For an airline that is less than 20 years old to be a household name is pretty good. I imagine Marvel's interest will be the signage. Being able to hawk their movie to every train passenger in Melbourne. I imagine the look / branding of the stadium might change from movie release to movie release even if the name doesn't.
Cat
Roar Guru
Well the Ricketts family currently owns Wrigley field (and has 95% of controlling interest in the Chicago Cubs who call it home). Wrigley chewing gum is owned by Mars. Mars does not pay Ricketts anything to call the ground Wrigley Field. That is the grounds proper and only name now. It is not a sponsorship.
Perry Bridge
Guest
I'm all for this - as AR suggested - it's a far better 'fit' than the generic corporates. The 'Marvel' sub brand of Disney is interesting. Also the question of how much diversification will occur relative to the broader Disney offerings. Disney of course now runs the Star Wars franchises - and the May the Fourth Star Wars day has infiltrated the AFL - I was on the ground with my kids about 4-5 years ago with Storm Troopers as goal umpires and Darth Vader traipsing around at half time. Why not - it's all a bit of fun. My main concern though - keeping mindful of the early days of the stadium with 'death valley' on the city side flank - sand and lots of it - could we see a move towards 'Disney-AFL on Ice' should the surface deteriorate after the next Marvels Monster truck mega concert mania super-stravaganza show.....
User
Roar Rookie
So you believe a company such as Wrigley in the competitive space didn't smile that Wrigley would be a constant word when cubs played at home? Good advertising is good advertising and to think that Wrigley field isn't tied to the chewing gum is well silly, it isn't the Thomas Wrigley field it is Wrigley field and as his corporate entity is tied to surname the corporate entity is tied to the cubs/field.
User
Roar Rookie
Maybe so cat but if I say Wrigley chewing gum is what pops to mind, also it isn't the Thoma wrigley field its known as Wrigley field the ownership of the cubs was tied to a corporate entity and so some good free advertising was born. Not derogatory smart business same as coke making Santa red and white.
Nick
Roar Guru
That's right. It's a silly comparison. A more accurate comparison would be "The Emirates" for Arsenal's homeground. That's as perfect as you can get. You don't need to attach ground/field/stadium/arena or anything. Just "The Emirates" and you know exactly what you are referring too.
Cat
Roar Guru
But it was not a sponsorship. It was named after the owner, who also happened to have a chewing gum company. It is Wrigley Field, not Wrigley Chewing Gum Field.
Tom Simon
Roar Pro
Great play by Walt Disney company, expect it to kick a lot of goals commercially.. You build a Marvel superstore at the ground. Kids love all the different Marvel brands, and merchandise is where the money is made. The Marvel stadium will get kids coming to the footy and more importantly, spending more time looking at and getting Mum and Dad to pay for Marvel branded AFL products and merchandise than actually watching the footy...
User
Roar Rookie
Yep, 1921 the Wrigley family/ chewing gum gained control of the cubs and so named Wrigley field
tim
Guest
Well played, sir.
Floyd Calhoun
Guest
You’re kidding me, surely!
Dalgety Carrington
Roar Guru
Marvel's about action too and heaps of young kids idolising their heroes. Great crossover.
Liam Salter
Roar Guru
Good points all round. Etihad does do really well with it's branding; they a whole heap of overseas ventures. Manchester City is one of their biggest, if I'm not mistaken. I'm struggling with the Marvel connection as well, but as AR says below the entertainment link might be a big one. I'm just concerned that the AFL's eyeballs will bulge at the sight of Disney's lucrative sponsorship money and go all in: Marvel Round or advertising or the like.
Liam Salter
Roar Guru
Holy sh.. I never realised Wrigley Field was linked to the gum company! That's superb corporate naming.
User
Roar Rookie
Wrigley field is one of the first examples of a corporate stadium name just been way for so long no one realizes it was tied to the chewing gum company
Rolly
Guest
Putting corporate names on stadiums is a stupid idea .the greatest stadiums in th eWorld are ones with their original names like the MCG Wrigley field Wembley the SCG San Siri stad de France no one ever respects or remembers stadiums with corporate names i mean how many Allianz arena sports are their around the world too many marvel is a stupid name for a stadium .how confusing is it for fans when the name changes .NIB stadium was in nsw once now it's in Perth I think .
Scott
Guest
I had the exact same thoughts as you when I 1st heard about this. Why the hell do Marvel need to get their name out there. But as the day went on my mind changed. As you’ve mentioned Tlux, it could have a theme park attraction or maybe a sneaky way in to link some merchandise to sports. Or perhaps a link to ESPN. Either way I’m stoked with it, it’s better then some boring company and the kids will love it