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.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]