AFL to enhance match day in-stadium experiences in new deal with TGI Sport

The AFL has announced a 10-year strategic partnership with sports marketing agency TGI Sport which it says will enable it to “take back control” of its match day signage inventory at Melbourne's MCG and Marvel Stadium.

Set to be implemented from the start of the 2025 AFL Premiership season, the partnership will see fans experience new and innovative LED signage, digital screen and fan engagement offerings at both venues while also creating opportunities to introduce LED signage across more AFL Women’s venues.

The AFL advised that the deal will result in a more consistent advertising experience while also delivering better commercial outcomes for clubs by providing “world-class leading advertising innovation” for commercial partners and advertisers.

The partnership comes after an 18-month tender process and strategic review of the league’s in-stadium signage and content offering and will see TGI Sport will replace the MKTG agency - with whom the AFL has worked for the 20 years - as the AFL’s signage and content partner.

Commenting on the partnership, Kylie Rogers, AFL Executive General Manager, Customer and Commercial, stated “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. 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 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.”

TGI Sport Global Chief Executive, Martin Jolly added "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."

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.

Commenting on the end of their relationship with the AFL, Matt Connell, Managing Director MKTG, noted "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."

Image: Marvel Stadium.