AFL-TGI Sport fan engagement partnership


AFL partners with TGI Sports Image: AFL

The Australian Football (AFL) has today entered a 10-year strategic partnership with the global sports and entertainment leader TGI Sport.

‘AFL’ stated that the AFL and TGI will deliver fans a brand-new at-match experience via new and innovative light-emitting diode (LED) signage, digital screen and fan engagement offerings at both the MCG and Marvel Stadium in Australia.

Docklands (Australia)-based the Australian Football League (AFL) is the pre-eminent and only fully professional competition of Australian Rules football. It was originally named the Victorian Football League and was founded in 1896 as a breakaway competition from the Victorian Football Association, with its inaugural season in 1897.

Chicago (US)-based TGI Sport is a sports technology, media and marketing company that connects sports entities and fans around the world. TGI Sport operates through a wide range of sports including soccer, cricket, rugby, American football, and hockey.

The 100,024-capacity Melbourne Cricket Ground, also known locally as ‘The G’, is an Australian sports stadium located in Yarra Park, Melbourne, Victoria, and Australia.

The 53,359-capacity Docklands Stadium, also currently known by naming rights sponsorship as the Marvel Stadium, is a multipurpose sports and entertainment stadium in the Docklands area of Melbourne, Victoria, Australia. Construction started in October 1997 and was completed in 2000 at a cost of A$460 million.

‘AFL’ further stated that the strategic partnership allows the AFL to take back control of the matchday 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 National Basketball Association (NBA), National Football League (NFL), Major League Soccer (MLS), FIFA, (UEFA), F1, and the International Cricket Council (ICC), as well with major domestic sporting codes.

New York (US)-based the National Basketball Association (NBA) is a professional basketball league in North America composed of 30 teams. It is one of the major professional sports leagues in the United States and Canada and is considered the premier professional basketball league in the world.

The Major League Soccer (MLS) is a men’s professional soccer league sanctioned by the United States Soccer Federation, which represents the sport’s highest level in the United States. The league comprises 29 teams – 26 in the United States and 3 in Canada – since the 2023 season. The league is headquartered in Midtown Manhattan.

Zürich (Switzerland)-based the Fédération internationale de football association (FIFA) is the international governing body of association football, beach soccer and futsal. It was founded in 1904 to oversee international competition among the national associations of Belgium, Denmark, France, Germany, the Netherlands, Spain, Sweden, and Switzerland.

Enabled by technology, experience, data, and insight, TGI Sport have more than 20 km 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 Toyota AFL Premiership Season.

The AFL Executive General Manager Customer and Commercial Kylie Rogers said the long-term partnership is ultimately going to give fans the best-in-stadium experience possible.

Said Rogers, “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. 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 maximize the financial return for our clubs. I want to welcome the Global Head Honcho Martin Jolly and the TGI Sport team into the AFL family, and we look forward to reimagining the fan experience together. On behalf of the AFL, I also want to thank Matt Connell and the MKTG Sports & Entertainment team, who have been and will continue to be our signage and content partner through the end of 2024. The MKTG have been a long-term partner of the AFL and, in that time, have consistently delivered an excellent product for the AFL, our Commercial Partners, our venues, and our fans.”

South Melbourne (Australia)-based the MKTG Sports & Entertainment is a global sports and entertainment marketing agency. The agency specializes in stadium, event operations and sports presentation management services. The MKTG Sports & Entertainment has led some of the most transformative sponsorships in sports and entertainment.

Stated Martin Jolly, Global Chief Executive Officer (CEO), TGI Sport, “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.”

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 AFL Women’s (AFLW) venues.

Melbourne (Australia)-based the AFL Women’s (AFLW) is Australia’s national semi-professional Australian Rules football league for female players. The first season of the league in February and March 2017 had eight teams, the league expanded to 10 teams in the 2019 season, 14 teams in 2020, and 18 teams in 2022. The league is run by the Australian Football League (AFL) and is contested by each of the clubs from that competition.

Concluded Matt Connell, Managing Director, MKTG, “We take immense pride in our enduring partnership with the AFL over the last 20 years, and the substantial contributions we’ve made to the industry during our tenure. We remain grateful to the AFL and all that have supported us for their partnership throughout. Above all, our deepest appreciation goes to our dedicated team – a group of incredibly passionate and committed individuals who have collectively propelled the industry forward. As we embrace new horizons, we look forward to continuing to do so in new and innovative ways.”

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