The club is looking to promote the ground and its facilities, which hosted the Commonwealth Games in 2002.
Marketing manager Justice Ellis said: ‘What we’re doing as a business is to make everything we have here as world class and appealing as possible.'
The club is believed to have contacted a number of national and regional consumer agencies. Preston-based Freshfield has promoted the stadium for four years.
With events at the venue including a Coldplay concert and the upcoming Subbuteo World Championships, the brief could take on everything from conferences to matchday hospitality.
Ellis, who emhpaisised that the brand work around the club would be kept separate, and handled by the in-house team, added: ‘We’re in exciting times, not only for the club but also in terms of what the stadium offers.’
This weekend 60,000 rugby league fans will descend on the stadium for Magic Weekend, which will include a programme of seven Super League games played over two days.
Previously known as the City of Manchester Stadium, the venue was renamed the Etihad Stadium last summer as part of an agreement with team kit sponsors Etihad Airways.