AFL to step up matchday signage offering with TGI Sport deal

Featured image credit: Tyson Bennett on Unsplash

The Australian Football League (AFL) has entered into a wide-ranging partnership with sports marketing agency TGI Sport, with the deal enabling the league to “take back control” of its matchday signage inventory.

The 10-year partnership will seek to enhance the fan experience at the Melbourne Cricket Ground (pictured) and Marvel Stadium through new and innovative LED signage, as well as digital screen and fan engagement offerings. The deal will also create opportunities to introduce LED signage across more AFL Women’s venues.

The AFL said the deal will result in a more consistent advertising experience and deliver better commercial outcomes for clubs. It is hoped the partnership will provide “world-class leading advertising innovation” for commercial partners and advertisers.

The deal includes commitments to advance the innovation and technology offering and install new perimeter screens at the MCG and Marvel Stadium.

The AFL has appointed TGI Sport after an 18-month tender process and strategic review of the league’s in-stadium signage and content offering. The new partnership will be officially implemented from the start of the 2025 AFL Premiership season.

TGI Sport will replace the MKTG agency as the AFL’s signage and content partner. MKTG has worked with the AFL for 20 years.

Kylie Rogers, AFL executive general manager, customer and commercial, said: “We are really excited to be able to partner with TGI Sport and tap into the expertise and innovation that they are delivering on a global scale.

“The new long-term strategic partnership enables the AFL to really control our own destiny in this space, which will not only deliver a world-class in-stadium offering for fans but maximise the financial return for our clubs. I want to welcome global CEO Martin Jolly and the TGI Sport team into the AFL family, and we look forward to reimagining the fan experience together.

“On behalf of the AFL, I also want to thank Matt Connell and the MKTG Sports & Entertainment team, who have been and will continue to be our signage and content partner through the end of 2024. MKTG have been a long-term partner of the AFL and, in that time, have consistently delivered an excellent product for the AFL, our commercial partners, our venues and our fans.”

Jolly added: “We are very excited to be entering into this strategic partnership with the AFL. TGI Sport has significant experience within the global sporting arena, and we are proud to partner with the AFL to enhance the fan experience and presentation of the game for sponsors over the next decade.”

TGI Sport has experience of working with the NBA, NFL, Major League Soccer, FIFA, UEFA, Formula 1, and the International Cricket Council. The company has more than 20km of LED perimeter signage boards in play around the world.