GEELONG’S new-look stadium next year will get a new name, with GMHBA to take over as naming rights sponsor.

The Cats will unveil stage four of the Kardinia Park stadium redevelopment early next season, with a new stand replacing the former Brownlow and Jennings stands.

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The stadium will also have its fifth different naming rights sponsor later in the year, with the local health insurance company to replace Simonds Homes, which has held the name since late 2011.

In what could become a mouthful for commentators, GMHBA Stadium sees the Geelong company swoop into the football market in a blow to NIB, one of the Geelong Football Club’s six elite level sponsors.

The Newcastle-based company will depart as a sponsor from 2018.

The Cats presented the new name to Geelong council at a closed meeting last week.

NIB became the first company other than long-time major sponsor Ford to have its logo featured on the team’s playing strip, when it signed a deal in 2007.

NIB attempted a hostile $180 million takeover of GMHBA in 2010 but eventually withdrew the bid after failing to win the support of the GMHBA board.

Simonds Homes’ five-year naming rights sponsorship expires at the end of this year, but it’s expected that will be extended for a further year to cover the 2017 season.

The name for the new stand, which has recently begun construction, will be announced at the club’s season launch function at Crown on Tuesday night.

Geelong first sold the naming rights of the stadium to Shell, which held the name from 1999-2001 before an ill-fated deal with Baytec.

Labour hire company Skilled then took over the rights from 2002 until Simonds became the name from late 2011.

Cats chief executive Brian Cook could not comment on the change yesterday.