Arena management technology firm Techfront has struck a deal with AFL clubs in a move designed to enhance the match day experience for fans attending games in the Aussie rules football league.

Australian media news website Mumbrella reports that the deal will see Techfront provide state-of-the-art LED infrastructure for leading AFL venues. The technology will keep fans abreast of in-game statistics and also allow celebrations and social-media posts to be showcased.

Mumbrella said that Techfront has invested over A$20m (£11.8m/€13.3m/$15.2m) into AFL venues as part of the agreement. The teams to benefit from the partnership include the Geelong Cats, Gold Coast Suns, West Coast Eagles, Fremantle Dockers, Greater Western Sydney Giants, Brisbane Lions and North Melbourne.

Techfront’s partner, MKTG, currently serves as the AFL’s exclusive LED technology and commercial rights partner for signage at the Melbourne Cricket Ground and the Etihad Stadium (pictured). A potential element of the new link-up could be “smart seats” which would be fitted with virtual reality systems.

Techfront chief executive Neil Maxwell said: “We are seeing a revolution in the match day experience and how live sport is presented. The digital technology we are bringing to Australian sport, including the AFL, is enhancing the spectacle for fans, while providing clubs with a more attractive advertising package to offer sponsors.

“Sports will be the testbed for the broader out-of-home market – what you see in stadiums today could well be in train and bus stations tomorrow, providing interactive and more engaging content.”

Matt Connell, national managing director of MKTG, added: “We are delighted to partner with Techfront and the AFL clubs to develop a national network of stadium LED solutions for our partners and further complementing our existing, long standing and exclusive partnership with the AFL at the MCG and Etihad Stadium.”

Techfront last month agreed a similar deal with Australia’s NRL rugby league competition to enhance the fan experience at this year’s State of Origin series.

The agreement included the installation of LED signage technology worth A$3m throughout the ANZ Stadium for the stadium.

Image: Invincible