Etihad Stadium looks to boost revenues from increased branding
Melbourne's Etihad Stadium is looking to boost revenues from its internal real estate with an ambitious strategy to lease its spaces for a range of marketing installations.
Inspired by similar real estate branding at New Jersey's MetLife Stadium - home to American football's New York Giants and New York Jets – the campaign would engage fans with a range of corporate brands and marketing initiatives.
According to Fairfax Media reports, Colliers International is circulating information to at least 200 high-profile businesses, inviting them to be part of the ‘Own a slice of the action’ campaign by purchasing branding rights for the venuea's seats, footpaths, Wi-Fi and external entrances.
The initiative would see the 53,359 seat venue broken up into eight branded zones, available for lease for between $500,000 to $750,000 a year, with a premium for distinctive goal-end locations.
The initiative, an Australian first, would enable brands to be a key part of high-profile events at the Stadium – as well as key AFL games.
However, a report in Melbourne newspaper The Age suggests that the move by Etihad Stadium’s current owner Melbourne Stadiums Limited may spark another round of hostilities with AFL management.
Etihad Stadium’s fractious relationship with the AFL culminated in a standoff after the naming rights were handed to Etihad Airlines in 2009, upsetting the AFL's then-preferred airline partner Qantas and Collingwood backer Emirates.
AFL spokesman Patrick Keane confirmed the league was having discussions with Etihad Stadium’s management about the new branding intitiative.
Keane told The Age "we have various protections in our contracts and we're just waiting for details.”
AFL Chief Executive Gillon McLachlan is believed to be in negotiations with Melbourne Stadiums Limited over a proposed early buy-out of Etihad Stadium and has been talking to clubs and the Victorian Government about transforming the AFL's Docklands home into a wider sporting and entertainment precinct.
Under current arrangements, the AFL will get full control of the venue in 2025.
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