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Cricket Australia extends with MKTG, Sporting claims Wi-Fi first

Sydney Cricket Ground

Featured image credit: Jason L/CC BY-SA 4.0/Edited for size

Cricket Australia (CA) has agreed an extension to its relationship with the MKTG Sports + Entertainment agency, in what is said to be one of the longest-standing partnerships in Australian sport, while Portuguese Primeira Liga football team, Sporting CP, has said it will be the first club in Europe with a stadium fully equipped with Wi-Fi 6E technology. 

MKTG’s new two-year contract will mean it will continue to supply and operate stadia media infrastructure for international cricket and the men’s and women’s Big Bash Leagues, along with being the exclusive sales agent for all in-stadia media for men’s international cricket.

Over the past 20 years, CA and MKTG have worked together to provide and deliver cutting-edge stadia media infrastructure across at least 17 venues nationally. This collaboration encompasses over 100 match days each summer, with more than 20,000 content files delivered through MKTG’s content management system, Stadia Media.

CA executive general manager of broadcasting and commercial, Stephanie Beltrame, said: “Over the years, they have been instrumental in enhancing the fan experience during our cricketing events, helping us grow the value of our commercial assets and their expertise in media infrastructure and content development continues to be invaluable.”

MKTG Sports + Entertainment managing director, Matt Connell, added: “This extension signifies the success of our past collaborations and opens new avenues for creative and innovative ventures. We look forward to further elevating the cricketing experience for fans across the nation.”

Sporting continues digital transformation

Meanwhile, Sporting has said its Estádio José Alvalade, Pavilhão João Rocha arena and Academia Cristiano Ronaldo will offer full Wi-Fi 6E coverage.

The venture is being carried out by Extreme Networks and Ricoh. It is part of the digital transformation of Sporting, which includes the first complete renovation of the stadium’s network infrastructure since the Lisbon venue opened in 2003.

The initiative has already commenced, with the second and third floors of the stadium currently offering Wi-Fi 6E connections. The installation is being carried out by Totalstor and Pamafe, who are part of the Ricoh Group and long-time partners of the club.

Sporting said: “This project represents a significant milestone in Sporting CP’s ongoing search for excellence, innovation and satisfaction for all who visit us.”