Marvel Stadium Unveils Year-Round Tourism Strategy with New Roof Climb and Tech-Driven Experiences

Melbourne’s Marvel Stadium has announced a significant commercial expansion with the launch of “Marvel Stadium 365,” a new year-round attractions hub designed to transform the Docklands venue into a daily tourism destination.

The activation aims to drive non-matchday asset utilisation and introduce secondary revenue streams for the 56,347-capacity venue.

Commencing in July 2026, the first commercial offering under this master brand will be the Marvel Stadium 365 Tour, with adult tickets priced at $37.50. This premium experience integrates artificial intelligence technology to elevate traditional sports hospitality, granting fans rare access to elite operational zones including the player change rooms, the AFL Review Centre, and the coaches’ briefing room. Visitors will also transition through Stadium Square, the Medallion Club restaurants, the Coca-Cola Hub, and a dedicated precinct walk featuring more than 10 custom murals.

Highlighting how the new infrastructure program aligns with the venue’s long-term commercial goals, Marvel Stadium GM, Scott Fitzgerald, said: “with the launch of Marvel Stadium 365, we’re delivering on our vision to make this a true year-round destination, offering world-class experiences every single day.”

“This tour is unlike any other, it blends real-world, elite access alongside cutting-edge technology. 

“From standing in the coaches’ box and having AFL coaches speaking directly to fans, to the upcoming Marvel Stadium 365 Climb, we are taking fan engagement to new heights.

“We’re thrilled to welcome visitors from around the world to experience Marvel Stadium in a completely new way,” Fitzgerald said.

The infrastructure investment will scale significantly towards the end of the year with the commercial launch of the Marvel Stadium 365 Climb. This adventure attraction introduces two distinct roof climb variants alongside a thrill-seeking abseiling experience atop the stadium framework.

In addition, the activation delivers a highly unique hospitality element, granting climbers the elite opportunity to watch one full quarter of a live AFL match from their aerial vantage point.

The final component of the current rollout is Marvel Stadium 365 Elevate, a business-to-business product that opens up more than 20 reconfigured event spaces within the stadium. This corporate tier targets Melbourne’s highly competitive meetings, incentives, conferences, and exhibitions market to solidify the venue’s commercial footprint outside of regular sporting fixtures.

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