AFL unveils 10-year strategic partnership with TGI Sport 

Both AFL and TGI Sport will be working together to work on providing a surreal game experience to the fans in the stadium with the help of unique LED signage, digital screen, and fan engagement.

The Australian Football League (AFL) has announced a strategic partnership with the sports infrastructure technology entity, TGI Sport.

Both entities signed a pact for 10 years, that will allow the two bodies to work on providing a surreal game experience to the fans in the stadium with the help of unique LED signage, digital screen, and fan engagement at both Melbourne Cricket Ground (MCG) and the Marvel Stadium. 

With the help of the strategic alliance, the AFL can regain control of the matchday signage inventory, providing a more unified user experience, improved financial results for the clubs, and industry-leading advertising innovation for commercial partners and advertisers.

The new agreement will be formally implemented from the beginning of the 2025 Toyota AFL Premiership Season. The announcement follows an 18-month tender process and a strategic review of the AFL’s in-stadium signage and content offering.

During this 10-year stint, both stadiums will get new perimeter displays installed in addition to commitments to enhance innovation and technology offerings.

Kylie Rogers, Executive General Manager Customer and Commercial, AFL, said, “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 maximise the financial return for our clubs”. 

She also stated, “I want to welcome Global CEO 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. MKTG have been a longterm 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.”

Martin Jolly, Global CEO, TGI Sport, commented, “We are very excited to be entering into this strategic partnership with the AFL.” 

He further expressed, “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.”

Matt Connell, Managing Director MKTG, added, “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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