In a landmark move for both Australian sport and the global crypto industry, Collingwood Football Club has officially approved a $77.5 million renovation project for its historic Melbourne stadium, set for completion in 2025. In an equally groundbreaking development, the club has announced a multi-year naming rights agreement with blockchain titan Blockdome, marking the first time a major AFL stadium will carry the name of a crypto company.
Stadium Overhaul Signals New Era
The Collingwood Board voted unanimously late Thursday night to greenlight the extensive redevelopment of the stadium, which is set to modernize fan amenities, expand capacity, and incorporate cutting-edge digital infrastructure. The upgrade, expected to begin construction in November 2025 post-finals, will include:
A 10,000-seat increase in capacity, pushing the stadium’s total to nearly 65,000
Enhanced lighting and a retractable roof system
State-of-the-art locker rooms and player wellness facilities
The largest immersive LED scoreboard in the Southern Hemisphere
Fully integrated blockchain-based ticketing and merchandise platforms
Club president Mark Anderson called the investment “a transformational commitment to our fans, players, and the future of AFL.”
“We are not just renovating a stadium,” Anderson said at the Friday press conference. “We are creating an experience. One that honors our heritage while embracing innovation.”
Welcome to the Melbourne Blockdome
In a move that’s already reverberating across sports business headlines worldwide, Collingwood confirmed that the upgraded stadium will be officially renamed the Melbourne Blockdome, thanks to a 10-year naming rights deal reportedly valued at over $210 million AUD (approx. $140 million USD).
The partnership with Blockdome—a decentralized finance (DeFi) powerhouse known for sponsoring global esports and Formula E teams—marks one of the largest crypto-sports branding deals in the Southern Hemisphere. The agreement includes exclusive on-site branding, digital fan engagement activations via NFTs, and collaborative content partnerships between Collingwood and Blockdome’s Web3 media network.
Blockdome CEO Lira Sato said, “This isn’t just about putting our name on a building. It’s about pioneering a future where sport, technology, and fan experience converge in one place—right here in Melbourne.”
Fans React, AFL Takes Notice
Reactions to the announcement have been mixed on social media, with many Collingwood supporters excited by the promise of a modern venue and others voicing caution about deepening ties to the volatile cryptocurrency sector.
Longtime Magpie supporter Tom Cresswell tweeted, “Blockdome is a weird name, but if it helps us stay financially strong and brings better seats and tech—I’m all in.”
The AFL has expressed “strong support” for the redevelopment and the naming deal, citing the league’s broader interest in integrating digital platforms and attracting global investment.
Looking Ahead
Construction is slated to begin after the 2025 AFL Grand Final, with phased closures expected throughout the 2026 season. Collingwood has indicated it will continue to play select home games at the MCG during the renovation period.
When completed, the Melbourne Blockdome will not only stand as the official home of Collingwood FC but also as a symbol of the evolving intersection between traditional sport and emerging technology.
