MKTG Expands Relationship With Etihad Stadium Deal

MKTG Expands Relationship With Etihad Stadium Deal
SHARE
THIS



Dentsu Aegis Network sports and lifestyle marketing and operations business, MKTG today announces it has signed a six-year deal with Etihad Stadium (MSL).

The move will see MKTG take ownership of all connected stadium technology including 1,500 IPTV screens, and the in-stadium connectivity including stadium app and assets associated with the Wi-Fi network.

This announcement coincides with the AFL’s acquisition of the stadium; a new naming rights partner in Marvel (a world first for Disney), and a $225 million grant from the Victorian Government for the redevelopment of the stadium and surrounding precincts.

The new partnership complements MKTG’s existing rights management of the LED signage across the perimeter of the stadium and main interactive screens for the AFL.

It extends across all fixtured events including AFL, Big Bash League, Football Federation of Australia, A-League, plus additional entertainment events such as US Basketball showcases and concerts.

As a partner of Etihad, MKTG will offer a fully integrated connected experience for brands and clubs operating in the stadium, demonstrating their leadership in stadium innovation alongside their existing work in advancing the fan experience at the MCG.

In addition to the partnership, MKTG is also making a significant investment in upgrading the back of house infrastructure for the stadium, enhancing control of the technology to position Etihad as one of the best digitally connected stadiums in the country.

The upgrade will deliver full connectivity of all digital assets across the stadium from one central point, enabling seamless deployment of campaigns and meeting the future needs of the stadium, clubs and advertisers.

Speaking of the partnership, Etihad Stadium CEO Michael Green said, “This is the first time that one business has taken full ownership of our connected assets, so it was really important for us to work with a reputable partner that completely understands the end-to-end needs of a sporting and entertainment stadium.

“After many years working in a strategic partnership with MKTG, I am confident that this is the right appointment and that we will see huge innovation in the in-stadium experience at Etihad as a result.”

MKTG national managing director Matt Connell said, “This is a significant milestone for our business, and along with our partnership with the MCG and some of Australia’s premier sporting codes, we are really in a position to cement our reputation of delivering some of the country’s – and the world’s – most innovative in-stadium experiences.”

 

Latest News

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films
  • Marketing
  • Media

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films

Independent communications group Bastion Collective has announced its has acquired Bengar Films, a multi award-winning creative production agency based in Melbourne. The acquisition will enable Bastion Collective to merge the significant expertise of Bengar Films with its existing Sydney-based content production business Bastion Stadium, which will rebrand to Bastion Films as part of the integration. […]

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season
  • Media

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season

The siren may have sounded on round one, but the salacious controversies and delicious drama surrounding Australia’s favourite posse of WAGs is just kicking off. Network 10 has announced that Playing For Keeps is returning to television screens in 2019. The new series will continue to lift the curtain on the seductive world of football’s elite, […]

Slack Makes Brand Campaign Debut Down Under
  • Campaigns
  • Media

Slack Makes Brand Campaign Debut Down Under

This week, the collaboration hub app Slack is making a colourful splash down under, with the launch of its inaugural outdoor brand campaign. The campaign is aimed at helping Australian office workers and business travellers improve collaboration at work. Running throughout November, the campaign “Collaborate with Slack” features out-of-home advertising in office buildings on the […]

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose
  • Campaigns

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose

The Southern Sydney Regional Organisation of Councils (SSROC) has launched a new campaign to raise awareness of improper recycling habits with a humorous retro video via Sydney agency Paper Moose. The campaign aims to educate residents on unbagging their recyclables before disposing of them in the yellow bin. Recycling in plastic bags can’t be recycled […]

Magnum & Co Makes Four New Appointments
  • Marketing

Magnum & Co Makes Four New Appointments

Following a number of new business wins, independent communications agency Magnum & Co has announced hour new hires. Holly Saich joins the agency as brand leader from London-based agency TRO (TBWA sister agency and part of the global Omnicom network), having led campaigns for Vespa, Jim Beam, Rolls-Royce Motor Cars, Air New Zealand, and UGG. […]

Cannings Purple Bolsters Digital Content Team With Trio Of Hires
  • Marketing

Cannings Purple Bolsters Digital Content Team With Trio Of Hires

WPP-owned strategic communications consultancy Cannings Purple has announced three new appointments to its design and digital team. Simon White (pictured above, middle) has joined Cannings Purple as content editor, Glenn Langridge (pictured above, left) has arrived in the role of digital marketing manager, and Morgan Ballantyne (pictured above, right) is the firm’s new media intelligence […]