Etihad Stadium could have its name changed as bold redevelopment plans are revealed

ETIHAD Stadium could soon have a new name after 10 years of naming rights from the airline given its deal with the venue expires next year, while bold plans for its redevelopment, including a five-star hotel, are revealed.

Etihad Stadium is set to have its name changed.

ETIHAD Stadium could be set for a new name for the first time in 10 years.

Etihad Airline’s naming rights deal with the Docklands venue expires in March next year and league boss Gillon McLachlan this morning hinted at a switch.

The AFL took ownership of the Docklands ground eighteen months ago and is lobbying the state government to help fund a $300 million redevelopment.

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Asked when he would be changing the name on 3AW this morning, McLachlan said: “Watch this space.

“They (Etihad) have got another year or so. We will look at all options if we change.”

An Etihad Airlines spokesperson said talks about extending the current five-year deal were ongoing.

“The naming rights agreement for the Etihad Stadium in Melbourne is due for renewal contractually in 2019 and our discussions with the stadium management remain ongoing and confidential,” the spokesman said.

The 52,000-seat ground, which opened for the start of the 2000 AFL season, has previously been known as Telstra Dome and Colonial Stadium.

Etihad Stadium is set to have its name changed.

Details of the AFL’s bold redevelopment plans were unveiled at a Docklands networking lunch last year.

AFL national venues manager Simon Gorr revealed the league wanted to build a 60m, 11-storey tower on the site of the AFL’s current offices on Harbour Esplanade.

The proposal includes a 1500-seat, column-free ballroom overlooking Victoria Harbour and a 272-room five-star hotel.

Other plans pitched by Gorr included “Melbourne’s best roof top bar”, an outdoor swimming pool, retail shops and a raised boardwalk along the Esplanade.

“We think Melbourne needs another venue of this size and scale,” Gorr told the lunch.

“It will never get built out and it will have amazing views of the water.”

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Gorr said the ballroom would be built on the third-floor of the tower.

“It could be the new home of the Brownlow,” Gorr said.

“We want to take better advantage of the great views here and activate the waterfront, which is a key goal of government.

AFL CEO Gillon McLachlan outside AFL House. Picture: David Caird

“To have a two-storey office on probably the best site in Victoria Harbour is probably under-utilising the asset.

“So what we want to do is create a great gateway building for Melbourne.

“Coming down from Southern Cross Station, we want to create a terrific public realm with a dynamic range of things to do. Lots of pause points. Retail, food and beverage. Stuff for kids to do. A tourist attraction in its own right.”

Gorr reportedly said the precinct would be transformed into “the Federation Square of the West”.

The state opposition last month declared it would shelve the stadium’s rebuild plans if it won government at November’s election.

“I’ll take every dollar Daniel Andrews commits to the AFL to spend on Etihad Stadium and give it to local sports ground upgrades including building new female change rooms,” Opposition leader Matthew Guy said.

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