Melbourne’s Etihad Stadium is set to embark on a global branding opportunity which will give some of the world’s biggest companies an exclusive opportunity to access a slice of the action under the venue’s retractable roof.
Etihad Stadium has appointed Colliers International’s Ben Tremellen and Cam Taranto to run a global expressions of interest campaign aimed at giving local and international brands an opportunity to acquire their own piece of exclusivity at the iconic sporting venues.
“This is a marketing initiative unlike any we’ve previously seen in Australia,” Tremellen, Colliers International director of retail leasing, said. “It is the biggest branding opportunity for businesses to see their brand up in lights both inside and outside of one of the nation’s most recognised sporting stadiums.
“Etihad Stadium is one of the only private stadiums in Melbourne, and one of few around Australia, with the ability to offer this kind of branding opportunity
“There will be eight slices of Etihad Stadium on offer. These eight zones will incorporate fantastic brand exposure right from the concourse, through the walk-ways and lifts with dedicated connected stadium inventory and seating zones. We are looking for a diverse selection of brands in order to create a range of experiences for the consumer from zone to zone.”
Tremellen said Etihad Stadium was, in effect, paving the way for its business partners to be part of the action of Australia’s busiest and most versatile venues.
“Under the concept, it’s feasible that prominent brands could obtain, for instance, exclusive branding over the Stadium’s nine access gates or an array of areas within the venue’s seating bowl,” he said. “Another business might be specifically interested in having their brand emblazoned on a series of seating bays at Level 3 directly under the giant sign, denoting the famous Lockett or Coventry ends of the Stadium.
Stadium CEO Paul Sergeant said, “Etihad Stadium is aware that the proposal is unique amongst Australian venues and will provide exposure to hundreds of thousands of patrons.
“For instance, we’ve noted that New York City’s Metlife Stadium offers their partners a similar opportunity to brand sections of the venue to work with as their own. The activations are popular and increase stadium yields which potentially amount to a win/win for all our key users.
“We’re at the embryonic stage but we know already brands will be interested – we host 80-plus arena events a year with virtually all taking place under the gaze of a live television audience.
“The brands will also have full use of the venue’s connected stadium technology which includes access to 1500 HD screens through our Internet Protocol TV (IPTV network), as well as engagement with our dedicated stadium app.”
The opportunity is set to start from $450,000 per year for a slice of Etihad Stadium.