The home of AFL football in Western Australia will be known as Domain Stadium for the next three seasons.
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Real estate media business, The Domain Group, was announced on Monday as having taken over the naming rights of the Subiaco Stadium from Patersons Securities.
That should be for the last three years in which the stadium will be in use, before the new one opens at Burswood in time for the 2018 season.
A domain - defined as an area controlled by a particular ruler - seems a perfect name for an AFL Oval and the headlines will almost write themselves: "xxxx are king of their domain."
Just replace xxxx with West Coast or Fremantle.
Domain takes over the naming rights of the stadium from Patersons Securities and will provide crucial funds into operations in the final years of its use.
WAFC Chief Executive Officer Gary Walton said the money will allow WA's football's governing body to operate the stadium and wanted to make clear that they weren't just waiting out the next three years until they made the move.
"As stadium managers, we have a real commitment to maintaining an extremely high standard and Domain's contribution will provide a significant boost in this area," he said.
"The WAFC invested $1.2 million into an upgrade of the stadium screen and audio systems in 2014 and has also made a significant investment into increasing staff and customer satisfaction to enhance the fans experience at the Stadium.
"This was recognised last year with a series of State and National Customer Service and Human Resource Excellence Awards, including a WestBusiness Pinnacle Award.
"In 2015 we will also be showcasing our stadium management expertise with globally experienced partners Delaware North, Live Nation and Ticketmaster. A major part of this will be the complete overhaul of our food experience, including the menus and the retail outlets.
"It is very exciting that this new approach will be coupled with a new naming rights partner in 2015, signalling the start of a new era at Domain Stadium."
The ground, which had operated as Patersons Stadium in recent years, will now be known as Domain Stadium.
Domain is owned by Fairfax, the publisher of this website.
