Sydney’s ANZ Stadium has appointed Australian media agency Atomic 212 as its new digital advertising partner in a move designed to help promote the venue’s major events.

ANZ Stadium had previously handled its digital media in-house but has called upon the services of Atomic 212 to help boost fan engagement.

The stadium, which has a capacity ranging from 82,500-110,000 depending on the event, will host a number of rugby games in the coming months. It will also welcome English Premier League football club Arsenal for its pre-season tour next summer.

James Dixon, Atomic 212 co-founder and chief operating officer, said: “It is a great sign of ANZ Stadium’s commitment to digital marketing and fan engagement that they have decided to take their digital workings out of house for the first time.”