Adrenalen Group is expanding its sports media offering with the launch of Adrenalen Media, a new in-venue live sport advertising network designed to help brands reach fans watching live sport in pubs, clubs and sports bars across Australia.
The network will sell digital out-of-home (DOOH) advertising across venues nationwide, with campaigns appearing on dynamic LED banner placements and dedicated digital screens positioned alongside live sports broadcasts.
According to Adrenalen Group, the launch comes as brands seek more cost-effective ways to reach sports audiences amid rising broadcast rights costs and increasing demand for live sport advertising.
Mark Sturdy, CEO of Adrenalen Group, said the platform gives advertisers access to highly engaged audiences in an environment where fans are focused on the game.
“Live sport is one of the few environments where people are genuinely present and highly engaged. People don’t come to pubs and clubs just to watch a screen. They come for the atmosphere, the shared experience and the moments created when people come together to watch sport,” Sturdy said.
Rather than relying solely on traditional commercial breaks, advertisers will be able to appear throughout live play, during breaks and alongside live scores, sports statistics and breaking news displayed on venue screens.
The company will package inventory around major sporting events including the AFL and NRL finals, Spring Racing Carnival, Australian Open and the summer cricket season, while also allowing brands to target different audience segments throughout the day.
“We’ve created a way for brands to stay present throughout live play, in a high visibility, highly engaging space, right alongside the action fans came to watch,” Sturdy said.
“Rather than competing for limited slots during breaks, brands become part of the entire experience. It’s a new commercial pathway that opens live sport to more advertisers, while encouraging venues to continue their investment in sports infrastructure and the consumer experience.”
Adrenalen said the network has already secured a national footprint of venues that will be live ahead of this year’s AFL and NRL finals series, with advertiser demand building ahead of launch.
The company has also been appointed the exclusive in-venue advertising partner for hospitality network AllPour, which represents more than 400 pubs and bars across Australia. The partnership will initially see the platform rolled out across 100 venues over the next six months before expanding across the wider network.
Peter Filipovic, director of AllPour, said venue operators had quickly recognised the commercial opportunity.
“We’re excited to partner exclusively with Adrenalen Media to unlock the advertising value of sports bars across our network. The response from our venues has been incredibly positive, with operators immediately recognising the commercial opportunity the platform presents.”
Adrenalen Media becomes the latest addition to Adrenalen Group’s portfolio, joining Adrenalen Sport, Adrenalen Vision and Adrenalen Edge as the company expands its offering across sports content, venue technology, live data and media.
