DOCKLANDS Stadium will be renamed for a fourth time, with Etihad Stadium to become known as Marvel Stadium from September 1 this year.

The name change comes after Walt Disney Company struck a new eight-year major sponsorship and naming rights deal Melbourne Stadiums Limited.

As part of the deal, there will be a complete rebranding of the stadium, a premium Marvel shop installed and a “host of other activations” at the site that will bring the characters to life.

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“Now, we look forward to a new era of entertainment for the stadium where we will push the envelope and continue to deliver world-class events and fan engagement,” Melbourne Stadiums Limited chief executive Michael Green said in a statement.

“This partnership will allow us to take the stadium atmosphere to the next level and create memorable experiences for a vast array of audiences and we look forward to delivering a truly game-changing experience.”

Marvel has become renowned for producing some of biggest superhero films since the turn of the century, including The Avengers, Spider Man, Hulk and Captain America.

The venue has been known as Etihad Stadium for almost a decade, after Etihad Airways secured the venue’s naming rights in 2009.

Prior to that, the venue was known as Telstra Dome and, originally, Colonial Stadium.

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“Over 40 million patrons have passed through the venue’s turnstiles since opening, 25 million under the Etihad name, and we thank Etihad Airways for helping the stadium become an iconic venue for Melbourne fans to enjoy world-class entertainment,” Green said.

More to come