The MKTG agency has expanded its relationship with Melbourne’s Etihad Stadium by signing a six-year deal to take ownership of all connected venue technology.

The deal covers 1,500 IPTV screens and in-stadium connectivity including stadium app and assets associated with the Wi-Fi network.

MKTG had an existing relationship with the stadium through its rights management of the LED signage across the perimeter of the venue and main interactive screens for the AFL Aussie rules football competition.

The new agreement extends across all fixtured events at Etihad Stadium, including AFL, Big Bash League cricket, Football Federation of Australia competitions, A-League matches and additional entertainment events.

MKTG will seek to provide a fully-integrated connected experience for brands and clubs operating in Etihad Stadium. The agency will also support the upgrade of back-of-house infrastructure for the stadium, enhancing control of its technology to position it as one of the most digitally-connected venues in Australia.

With the help of MKTG, Etihad Stadium will be delivered with full connectivity of all digital assets across the stadium from one central point.

“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,” Etihad Stadium chief executive Michael Green said.

“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.”

Matt Connell, national managing Director of MKTG, added: “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.”

Etihad Stadium will soon change its name to Marvel Stadium through an agreement with Melbourne Stadiums Limited and The Walt Disney Company Australia.

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