Serious sports journalists and diehard fans across Australia aren’t taking the news that Etihad Stadium will be renamed Marvel Stadium too well.
The Docklands venue announced it had sold the naming rights to Marvel franchise owner Disney this morning, in an eight-year deal which is likely worth something north of $70 million, if past naming rights deals are anything to go by.
The new signs will go up on September 1 at what Melbourne Stadiums Limited chief executive Michael Green says is “the world’s busiest multi-purpose stadium”.
The hardcore sports media was quick to register its scorn. Apparently, Marvel and superheroes are a realm only for kids and spotty teens.
They’re wrong. Box office returns would say otherwise, and there’s never been a time when the VFL/AFL wasn’t trying to get more kids on board.
In that sense, it’s a genius move. It might actually be the move that sees an entire generation dump the MCG’s 165-year dominance as the premier venue for footy in Australia.
Hey kids, where to this weekend – the MCG or:
Where there’s a Marvel store inside, and Marvel will have access to the stadium’s electronic signage?
And it’s the home ground for this guy’s favourite team:
To be honest, actual funny reactions were thin. Aussie footy fans and Twitter aren’t exactly a match made in comedy Valhalla.
But we liked:
— Peter Brown (@SydneyEditor) May 24, 2018
Games at Marvel Stadium set to have a secret fifth quarter after all the casual fans have left.
— Miles Glaspole (@milesglaspole) May 23, 2018
— Daniel (@Onelyf2016) May 23, 2018
And there were several versions of these worthy themes:
In line with the new naming rights at Marvel Stadium, spidercam has been updated accordingly. pic.twitter.com/ifMg6jB1QK
— bet365_aus (@bet365_aus) May 24, 2018
Carlton's form at Marvel Stadium?
"Mr Bolton, I don't feel so good" pic.twitter.com/vszJaZe1AA
— Ali Petrevzee-Zeeton (@zeezy90) May 23, 2018
Best Accidental Marketing Genius:
— Josh Chapman (@chapmanjosh) May 24, 2018
and of course… Marvel Stadium will have a… pic.twitter.com/yfyRvKGSxZ
— Bomb Doe (@BombDoe) May 24, 2018
Best We’re On-board reaction:
— RMIT University (@RMIT) May 24, 2018
Best Only Tweet That Matters:
Do I get free entry into Marvel Stadium? #Deadpool2
— Ryan Reynolds (@Reynolds_R) May 23, 2018
And finally, the one that says it all – the Best Everyone Settle Down:
You're right. Marvel Stadium sounds silly. pic.twitter.com/GGIDTI4FYg
— Colley (@JamColley) May 24, 2018
Game on, AFL and the now globally viral former Etihad Stadium. Well-played.
Now we’ll just wait to see which future Marvel movie it all gets blown up in.
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