Gillon McLachlan's acknowledgement that supporters deserve better treatment at Etihad Stadium has resulted in the AFL seconding Melbourne Football Club's marketing boss to work over the summer to help transform the venue in time for 2017.

Jennifer Watt, who has led the rebranding of the Demons over the past two years, has been given the task of reinventing Etihad as a fan-friendly venue more closely aligned with its home clubs.

Fans queue outside Etihad Stadium. Credit:Wayne Hawkins

The AFL takes over the ownership of the stadium on November 3 and although a planned partnership with the Victorian Government in a $200 million makeover are yet to be finalised, McLachlan has pledged to immediately set about revamping the venue for next season.

Watt, who will travel to the US next month for talks with executives from Disney and unspecified customer service leaders, will work alongside the league's commercial executive Darren Birch and special projects' Danielle Bleazby to transform the Docklands stadium.