Money In Sport conference delegates to learn about Disney’s Marvel Stadium naming rights deal

With the upcoming rebranding of Melbourne’s Etihad Stadium to Marvel Stadium to take place on 1st September, delegates at the 2018 Money In Sport conference will have the opportunity to learn about how this naming rights deal represents a new era in stadium sponsorship deals in Australia.

Kylie Watson-Wheeler, Senior Vice President and Managing Director at the Walt Disney Company Australia and New Zealand, will be speaking exclusively at Money In Sport about The Marvel Stadium agreement.

Bringing together one of the world’s leading entertainment brands with one of Australia’s premier venues, Watson-Wheeler explains how the brands expect to leverage access and interaction with fans and enhance engagement to create a unique, experiental destination.

The Marvel Stadium deals comes at a time of change in venue naming rights with having a logo splashed across a stadium no longer being the driving force for brands to be involved in naming rights sponsorships of sports and entertainment venues.

This has recently seen Scotiabank agree to pay over US$600 million for the naming rights of Canada’s Scotiabank Arena until 2038 while in the USA, naming rights at MetLife Stadium in New Jersey will cost the life insurance company in excess of US$400 million over the course of their 25 year sponsorship deal.

Money In Sport organisers stated “the question is, what is the value in naming rights sponsorships of stadiums? In 2018, this investment means having access to fans and direct contact with them through the match day experience, tailoring specific campaigns and offers for the audience.

“This access and interaction to fans allows a brand to engage with the consumer and turn them into customers of their own.

“Using all of the latest technology and data management systems, brands and stadiums can capitalise on unique activations by improving the fan experience and ultimately bringing more people through the door benefits both the stadiums and the naming rights partner.”

Being held at The Star, the former Jupiters, at Broadbeach on the Gold Coast from 28th to 30th November, Money In Sport is Australia’s leading sports business conference, uniting industry leaders and decision makers from around the world under the one roof.

Produced in consultation with stakeholders in all areas of sports marketing, Money In Sport is specifically constructed to provide relevant discussions, exclusive insights and unrivalled networking opportunities.

Click here for details on the Money In Sport conference in the Australasian Leisure Management industry Calendar.

Image: Melbourne’s Etihad Stadium is set to be renamed Marvel Stadium.