ETIHAD Stadium will be renamed Marvel Stadium from September this year in a fresh eight-year deal.
Marvel will take on the naming rights of the Docklands Stadium and even include a premium Marvel store at the venue.
It ends a partnership with Etihad that dates back to 2009.
Marvel describes itself as a wholly owned subsidiary of The Walt Disney Company, responsible for some of the world's most famous comic characters including Spider-Man, Hulk and Captain America.
"Now, we look forward to a new era of entertainment for the stadium where we will push the envelope and continue to deliver world-class events and fan engagement," Melbourne Stadiums Limited CEO Michael Green said.
"This partnership will allow us to take the stadium atmosphere to the next level and create memorable experiences for a vast array of audiences and we look forward to delivering a truly game-changing experience."
Etihad Stadium was the third naming rights partner of the venue after it opened as Colonial Stadium in 2000 before a change to Telstra Dome in 2002.
"Over 40 million patrons have passed through the venue’s turnstiles since opening, 25 million under the Etihad name, and we thank Etihad Airways for helping the stadium become an iconic venue for Melbourne fans to enjoy world-class entertainment," Green said.
The announcement comes after the Victorian government revealed $225 million will be invested in the venue and the Docklands precinct in the coming years.
Marvel's association with the AFL has grown in recent times, partnering 'Sunday Funday' which provides free admission for kids at matches on Sunday.
Marvelous mural: The walls of Etihad get a touch of action hero colour. Picture: AFL Photos.