AFL clubs embrace technology in multi-million-dollar partnership.
AFL fans will enjoy enhanced match day experiences thanks to a multi-million-dollar new partnership between several AFL clubs and Techfront, a leader in advanced arena technology.
The deal involves long-term agreements to supply state-of-the-art LED infrastructure to some of the game’s biggest clubs. This will allow consistent match day presentation, highlighting key game moments so fans can enjoy the latest statistics, celebrations and social media.
LED signage has the potential to further boost clubs’ income through additional advertising revenue. Digital advertising boards provide better quality visuals, can display a variety of adverts, and can be better meet the requirements of advertisers.
Techfront has installed over $20m worth of new digital infrastructure to clubs including the Geelong Cats, Gold Coast Suns, West Coast Eagles, Fremantle Dockers, Greater Western Sydney Giants, Brisbane Lions and North Melbourne (when playing in Hobart).
The LED signage is likely to be the first step in a long-term relationship that will see Techfront bring the latest in digital infrastructure to AFL games alongside its partner MKTG, who are the exclusive LED technology and commercial rights partner of the AFL for all signage at the MCG and Etihad Stadium.
Other initiatives in the space already being trialled overseas include smart seats, which incorporate virtual reality so fans feel like they are on the field in the middle of the action.
“We are seeing a revolution in the matchday experience,” says Neil Maxwell, former cricketer and now Chief Executive of Techfront.
“The digital technology we are bringing to Australian sport, including the AFL, is enhancing the spectacle for fans, while providing clubs with a more attractive advertising package to offer sponsors.”
“Sports will be the testbed for the broader out-of-home market – what you see in stadiums today could well be in train and bus stations tomorrow, providing interactive and more engaging content.”
Matt Connell, National Managing Director of MKTG, commented: “We are delighted to partner with Techfront and the AFL Clubs to develop a national network of stadium LED solutions for our partners and further complementing our existing, long standing and exclusive partnership with the AFL at the MCG and Etihad Stadium.”
To mark the partnership and its commitment to the AFL, Techfront recently installed more than $250,000 worth of LED infrastructure at the AFL’s Melbourne headquarters.
Richard Simkiss, General Manager – Commercial at the AFL, said: “We are delighted to see clubs working with Techfront and embracing the future of the live sports experience.
“The innovation coming into the game will open up new opportunities for clubs and further boost fan experience”
Braith Cox, General Manager – Sales and Marketing at Geelong Cats, said:
“Every week Geelong fans enjoy Patrick Dangerfield and Joel Selwood powering the Cats towards the Premiership –and Techfront ensures our matchday presentation meets the same high standards
“Partnerships like this are essential as the club evolves, ensuring Geelong is at the forefront of sports entertainment.”
The news follows Techfront’s recently announced partnership with the NRL, and follows a broad trend of sporting arenas seeking to boost the fan experience with innovative technology.