The Australian Football League (AFL) and sports marketing agency TGI Sport have announced the launch of Lumen8 Media, a new agency that will seek to “redefine” in-stadium digital signage.
From next year, Lumen8 Media will manage the commercial rights and sales programme for AFL matchday LED signage at Marvel Stadium, which is owned by the AFL, and the Melbourne Cricket Ground.
The company will be led by Raefe Winstanley as chief executive and Natalia Cordeiro as commercial director. Winstanley previously served as TGI Sport’s head of media and tech, while Cordeiro was the company’s national sales director.
Winstanley and Cordeiro will now begin to build out Lumen8 Media’s partnerships team and engage with brands. More details will be released on Lumen8 Media’s innovation and technology offering in due course.
The launch of Lumen8 Media comes after the AFL last year entered into a wide-ranging partnership with TGI Sport, with the deal enabling the league to “take back control” of its matchday signage inventory.
The 10-year partnership is designed to enhance the fan experience at the MCG and Marvel Stadium through new and innovative LED signage, as well as digital screen and fan engagement offerings.
Lumen8 Media will upgrade and increase the signage footprint at the MCG and Marvel Stadium. It will fit LED signage on level 3 of Marvel Stadium, and level 2A and level 4 of the MCG, resulting in the latter having four levels of LED signage across the Shane Warne Stand.
Winstanley said: “Whether watching from level 1 at Marvel Stadium, level 4 at the MCG, or from the couch at home, Lumen8 Media’s proposition and content will give fans, partners and brands the best fan experience for every moment.”
Scott Fitzgerald, general manager of Marvel Stadium, added: “Marvel Stadium continues to evolve and enhance the fan experience to make it a true entertainment hub to enjoy all year round. Working alongside Lumen8 Media will elevate the offering, whether in-stadia or watching along on a screen, to deliver elevated fan and audience engagement experience.”
TGI Sport will replace the MKTG agency as the AFL’s signage and content partner after the league carried out an 18-month tender process and strategic review of its offering in this space. MKTG has worked with the AFL for 20 years but TGI Sport will assume the role in 2025
Earlier this month, TGI Sport reached an agreement to acquire Supponor, which specialises in live media virtual advertising. TGI Sport has been a minority shareholder in Supponor since 2019.
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