Marvel Stadium is no longer reserving its biggest experiences for game day. From July, Melbourne’s docklands landmark will launch Marvel Stadium 365, a new attractions hub designed to transform the venue into a year-round destination, giving fans and visitors unprecedented access to one of the city’s most recognisable sporting and entertainment venues.
The first experience to launch under the new banner is the Marvel Stadium 365 Tour, an immersive behind-the-scenes experience that takes visitors far beyond the public areas of the stadium. Developed alongside global experience specialists Imagineear, FutureLabs and District Agency, the tour combines traditional storytelling with cutting-edge technology, including AI-powered interactive moments.
For the first time, visitors will be able to step inside player change rooms, explore the AFL Review Centre and sit in the coaches’ briefing room. Along the way, they’ll visit Stadium Square, walk past more than 10 bespoke murals, access Medallion Club restaurants, tour the coaches’ boxes, stop by the Coca-Cola Hub and head onto the field itself before finishing at the Marvel Super Store.
The launch forms part of a broader vision to make the venue an always-on entertainment precinct rather than a destination tied solely to sporting fixtures and concerts.
“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,” said Marvel Stadium General Manager Scott Fitzgerald.
“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.”
Looking ahead, Marvel Stadium 365 Climb will launch in late 2026, offering visitors the chance to scale the stadium roof, take in panoramic city views, abseil from the structure and even watch a quarter of AFL from above the action.
Marvel Stadium 365 Tours will operate Monday to Friday outside major event days, with departures at 10am, 12pm and 2pm.
