The Australian Football League (AFL) announced the ground-breaking use of real-time player data on in-stadium LED advertising this month.

A partnership between industry leaders Telstra, Champion Data, MKTG and Dentsu Aegis Network has enabled both the Melbourne Cricket Ground (MCG) and Etihad Stadium to include this exciting new addition. Greatly increasing fan engagement, spectators will not be able to follow stats and relevant information as the game goes on, including how fast and far each player is travelling.

Trialled initially when Melbourne took on Richmond at the MCG, the Telstra Tracker data which was previously only available through broadcasts on Channel 7 and on the AFL app, will be seen by millions on the prestigious LED advertising space.

Matt Connell, Managing Director of MKTG Australia, said: “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, added: “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.”

Speaking of the benefits of in-stadium advertising at sporting events, Mr Nicholas added: “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.”