AFL announces new partnership to deliver in-stadium LED signage
The AFL has entered a 10-year partnership with global sports and entertainment leader TGI Sport to deliver LED signage, digital screen and fan engagement offerings at the MCG and Marvel Stadium.
As part of the new partnership, the LED stadium signage at both the MCG and Marvel Stadium will be upgraded, which will also create opportunities to introduce LED signage across more AFLW venues.
The strategic partnership allows the AFL to take back control of the match day signage inventory delivering a consistent experience, delivering better commercial outcomes for clubs and world class leading advertising innovation for Commercial Partners and advertisers.
Over the period, there are commitments to advance the innovation and technology offering as well as installing new perimeter screens at both stadiums.
With more than 20 years’ experience and knowledge within the global sporting arena TGI Sport have international experience across the NBA, NFL, MLS, FIFA, UEFA, F1 and ICC, as well with major domestic sporting codes.
Enabled by technology, experience, data and insight TGI Sport have more than 20km of LED perimeter signage boards in play worldwide and are well placed to deploy the latest technology to enhance the fan experience and deliver commercial growth.
The announcement comes after an 18-month tender process and strategic review of the AFL’s in-stadium signage and content offering with the new partnership to be officially implemented from the start of the 2025 AFL season.
The announcement brings to an end the long-standing signage and fan engagement partnership between the AFL and MKTG, which will officially wrap up following the 2024 season.
AFL GM Customer and Commercial Kylie Rogers said the long-term partnership is going to give fans the best in stadium experience possible.
“We are really excited to be able to partner with TGI Sport and tap into the expertise and innovation that they are delivering on a global scale,” Ms Rogers said.
“The new long-term strategic partnership enables the AFL to really control our own destiny in this space, which will not only deliver a world class in stadium offering for fans but maximise the financial return for our clubs.
Global CEO of TGI Sport Martin Jolly said, “We are very excited to be entering into this strategic partnership with the AFL.”
“TGI Sport has significant experience within the global sporting arena, and we are proud to partner with the AFL to enhance the fan experience and presentation of the game for sponsors over the next decade.”
