Nobody really knows how to react to Marvel winning the naming rights to Melbourne's Etihad Stadium

I’d like to see that. Picture: Marvel

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:

Picture: Supplied

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:

And there were several versions of these worthy themes:

Best Accidental Marketing Genius:

Best We’re On-board reaction:

Best Only Tweet That Matters:

And finally, the one that says it all – the Best Everyone Settle Down:

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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