Dentsu Aegis-owned sport and lifestyle marketing business MKTG has signed a six-year deal with Melbourne Stadiums, owners and operators of Etihad Stadium, which sees them take control of all connected stadium technology.
The six-year deal includes ownership of 1,500 Internet Protocol television screens, and the in-stadium connectivity including the stadium app and assets associated with the Wi-Fi network.
This announcement coincides with the AFL’s acquisition of the stadium; a new naming rights partner in Marvel (a world first for Disney), and a $225 million grant from the Victorian Government for the redevelopment of the stadium and surrounding precincts.
MKTG's deal with Etihad bolsters its existing rights management portfolio, which including perimeter signage across the stadium for the AFL, and now extends across all fixtured events including, Big Bash League, Football Federation of Australia, A-League, plus additional entertainment events.
“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 CEO Michael Green says.
“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.”
In addition to the partnership, MKTG is also making a significant investment in upgrading the back of house infrastructure for the stadium, enhancing the control of the technology.
The upgrade will deliver full connectivity of all digital assets across the stadium from one central point.
“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," MKTG national MD Matt Connell says.
Etihad Stadium will become Marvel Stadium from 1 October.
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