New Innovation in AFL: MKTG integrates Telstra Tracker data into LED signage

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For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and Dentsu Aegis Network sports and lifestyle marketing and operations business, MKTG.

By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from the match, highlighting how fast and how far players are running throughout the game. This ground-breaking initiative delivers data that has previously only been available via the AFL app and Channel 7 broadcast.

MKTG, who manage the in-stadium signage for both the MCG and Etihad, introduced the LED system to the grounds in 2015. Since then, they have worked closely with advertising partners to enhance the fan experience, and this partnership with Telstra and Champion Data is another great example of leveraging the new technology for innovation.

Matt Connell, National Managing Director of MKTG, said, "As a business dedicated to ‘making the moment mean more’, we jumped at the opportunity to work with Telstra and Champion Data to integrate live data from the match. For Telstra, it provides a meaningful brand alignment, and it takes Champion Data into another realm, ultimately improving the fan experience.”

Jeremy Nicholas, Executive Director of Brand, Consumer and Business Marketing at Telstra, said “The Telstra Tracker gives our customers unique insights into the game, and because of its popularity, we’re now opening it up to add an extra dimension for fans at live matches. The LED signage at the MCG and Etihad Stadium provides the perfect platform for us to now take these real-time insights to spectators at the game, in the moments that matter.”

Champion Data Director, Chris Hume said, “We continuously strive to innovate; to capture and deliver new sports data which enhances the fan experience. This unique and powerful partnership with Telstra and MKTG creates new insights, live in venues, which fans will access directly, as a game unfolds.

“This project creates a bridge between fans and athletes, where the digital and physical converge. It is another layer in the story and has the potential to become a permanent feature for sports fans around the world. This exciting project is a global first: no other sport delivers fans such a comprehensive view of live player tacking data.”

Telstra Tracker data will be served live to AFL fans during rounds 4 and 5, including at the blockbuster Anzac Day match between Collinwood and Essendon.