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Move over footy games and blockbuster concerts, Marvel Stadium is taking its offerings to the next level, launching super-immersive behind-the-scenes tours and, later this year, a roof walk and abseiling experience. Introducing Marvel Stadium 365 – a new year-round attractions hub kicking off this July. Curious? Us too.
Starting things off is the Marvel Stadium 365 Tour – and no, don't expect to be wandering through empty stands while someone points at the grass. This one’s been dialled up with cutting-edge tech (including AI-driven moments) and designed in collaboration with global experience heavyweights Imagineear, FutureLabs and District Agency. In other words: expect more immersion, less clipboard energy.
Led by a guide but powered by digital devices, the tour opens doors that have historically been very much closed to the public or reserved for high-stakes decisions and pre-game nerves – think player change rooms, the AFL Review Centre (ARC) and the coaches’ briefing room. The route winds through Stadium Square, the Coca-Cola Hub and the interchange benches before wrapping up (conveniently) at the Marvel Super Store. You know, just in case the experience has inspired a spontaneous merch purchase. You’ll also step into the coaches’ boxes, stroll past more than ten bespoke murals, and swing through the Medallion Club restaurants before hitting the field of play itself. Yep, the actual turf.
There's also a fan-service angle too, but it’s slick rather than cheesy. Imagine standing in the coaches’ box while AFL coaches appear to speak directly to you via tech integrations. It’s part theatre, part sport, part “how did they do that?” – and it’s clearly designed to appeal to die-hard footy fans.
Tours will run Monday to Friday (outside major event days), with three sessions daily at 10am, 12pm and 2pm. Tickets are priced from $16.50 for kids, $37.50 for adults, with family passes and group bookings also available. Under-fives go free, though anyone under 15 will need to bring along a responsible grown-up.
And now for the headline act. If you’re the kind of person who thinks a stadium tour sounds nice but could use a little more adrenaline, hold tight. Coming later in 2026 is the Marvel Stadium 365 Climb – a first-of-its-kind experience for Melbourne that will let visitors scale the stadium roofline for sweeping city views. There’ll be two climb routes, plus an abseiling option for those who like their sightseeing with a side of mild terror.
According to General Manager Scott Fitzgerald, this is all part of a bigger vision to transform the Docklands landmark into an “always-on” destination.
You can find out more and book tours over here, and you can sign up to the roof walk waitlist over here.
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