Ministry of Sport

MKTG integrates Telstra Tracker data into AFL LED signage

FAN experience just got a whole lot better, with AFL spectator’s able to view real-time Telstra Tracker player data via in-stadium LED signage.

Thanks to the combined efforts of lifestyle marketing and operations business, MKTG, Telstra, Champion Data and Dentsu Aegis Network sports, fans are now able to see how fast and how far players are running throughout the game.

The LED system was introduced to the MCG and Etihad in 2015, since then MKTG have worked closely with advertising partners to enhance the fan experience, and this partnership with Telstra and Champion Data is another great example of leveraging the new technology for innovation.

Matt Connell, National Managing Director of MKTG, said, “As a business dedicated to ‘making the moment mean more’, we jumped at the opportunity to work with Telstra and Champion Data to integrate live data from the match. For Telstra, it provides a meaningful brand alignment, and it takes Champion Data into another realm, ultimately improving the fan experience.”

Jeremy Nicholas, Executive Director of Brand, Consumer and Business Marketing at Telstra, said “The Telstra Tracker gives our customers unique insights into the game, and because of its popularity, we’re now opening it up to add an extra dimension for fans at live matches. The LED signage at the MCG and Etihad Stadium provides the perfect platform for us to now take these real-time insights to spectators at the game, in the moments that matter.”

Champion Data Director, Chris Hume said, “We continuously strive to innovate; to capture and deliver new sports data which enhances the fan experience. This unique and powerful partnership with Telstra and MKTG creates new insights, live in venues, which fans will access directly, as a game unfolds.

Shaun Carney

Shaun Carney


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