Stadium keeps its name

By Melissa Chen

Docklands’ Stadium will be known as Etihad until at least 2019.

The stadium announced on August 15 a five-year extension to its naming rights agreement with Etihad Airways.

When it opened in March 2000, it was known as Colonial Stadium. Eithad Airways became the naming sponsor in March 2009.

The stadium views the extension of the partnership as a win-win situation for both parties. Communications manager Bill Lane said the partnership guaranteed an all-important revenue stream.

According to Mr Lane, the airline’s CEO James Hogan conceded last week that the “Etihad” name was barely known in Australia five years ago.

This year on the morning of the AFL Grand Final, the stadium will host the official AFL/North Melbourne Grand Final Breakfast.

Mr Lane said: “It is a great way to kick off Grand Final day and it is a fabulous occasion for Docklands to have such an entourage of dignitaries within our precinct.”

This November, the stadium will also host British super-group Coldplay and at least 60,0000 people are expected to attend.

About 2.5 million patrons visit the stadium each year. Etihad Stadium is one of the busiest sports and entertainment venues in the world.

Mr Lane said these new developments surrounding the stadium would serve to enhance the venue and the Docklands precinct.

He said the new developments would add to the hustle and bustle of the area, but he said it was a little disappointing that some of the views of the stadium would be lost.

 “But we are still as prominent as ever when you come over the Bolte Bridge. For some, we are still their first view of the CDB,” Mr Lane said.

The stadium has hosted more than 150 AFL matches.