Industry News

AFL to integrate player data into stadium signage

Information from the Australian Football League’s (AFL) Telstra Tracker service is to be integrated into LED signage at two Melbourne stadia in a move designed to enhance the in-venue experience for fans of the Aussie rules competition.

Telstra Tracker data has until now only been available through the AFL app and during coverage of the league by Australian commercial broadcaster Seven.

Telstra has now partnered with sports statistics provider Champion Data and marketing agency MKTG to showcase the data on LED advertising boards at the Melbourne Cricket Ground and Etihad Stadium.

Matt Connell, national managing director of MKTG, added: “As a business dedicated to ‘making the moment mean more’, we jumped at the opportunity to work with Telstra and Champion Data to integrate live data from the match. For Telstra, it provides a meaningful brand alignment, and it takes Champion Data into another realm, ultimately improving the fan experience.”

Data will include stats on how fast and how far players run during games. MKTG manages the in-stadium signage at both stadia and introduced the LED system in 2015. It has since made moves to enhance the fan experience in the two grounds and the latest initiative is in line with these efforts.

Champion Data director Chris Hume said: “We continuously strive to innovate; to capture and deliver new sports data which enhances the fan experience. This unique and powerful partnership with Telstra and MKTG creates new insights, live in venues, which fans will access directly, as a game unfolds. 

“This project creates a bridge between fans and athletes, where the digital and physical converge. It is another layer in the story and has the potential to become a permanent feature for sports fans around the world. This exciting project is a global first: no other sport delivers fans such a comprehensive view of live player tacking data.”

Image: Plutinc