Disney's rebranding of Melbourne's Etihad Stadium as Marvel Stadium will not "shove things down people's throats", the venue's chief said as he vowed to enhance the experience for punters rather than overwhelm them with branding.

It was announced on Thursday morning Etihad Stadium will be renamed Marvel Stadium in a new partnership with The Walt Disney Company Australia.

The stadium, located in Docklands, will be known as Marvel Stadium from September 1 in an eight-year agreement between Melbourne Stadiums Limited and Disney.

In a statement on Thursday morning, Melbourne Stadiums Limited CEO Michael Green said the rebranding would see a Marvel retail store and other "activations" installed at the site to bring the characters to life.