Adrenalen Group Launches Advertising Platform to Target Live Sport Audiences in Australian Venues

Sports, media and venue technology business Adrenalen Group has launched a new advertising platform designed to enable brands to reach audiences watching live sport in pubs, clubs, and hospitality venues across Australia.

The initiative expands Adrenalen’s growing market presence, leveraging its established sports broadcast distribution and large-format LED and vision technology to connect commercial partners with consumers in shared social environments.

The offering capitalises on the commercial dynamics of communal sports viewing, positioning venue screens as active engagement tools rather than passive broadcast displays.

Adrenalen Group CEO, Mark Sturdy, highlighted the unique value proposition for brands looking to move beyond conventional digital and television advertising channels.

“live sport in venues creates something digital advertising can’t replicate – a captive, emotionally engaged audience sharing the moment together.”

“For brands, that creates an opportunity to be part of the experience rather than simply interrupting it,” Sturdy said. 

Addressing the challenges faced by technology developers entering the hospitality sector, Sturdy, added: “start-ups spend years navigating procurement processes, building credibility, and chasing scale – often running out of runway before achieving meaningful market penetration.”

“At the same time, venue operators are inundated with pitches but lack the time, resources, and technical expertise to assess what will genuinely deliver impact.

“Adrenalen Edge has been built to bridge that divide,” he noted.

SportEdge also enables seamless coordination between live sports information and promotional marketing across multiple screens.

“the platform removes the guesswork and manual effort involved in deciding what to show, when to show it, and how to align it with promotions.

“By combining live sports data, venue-specific insights, and seamless screen control, SportEdge ensures every screen is working harder – driving engagement, increasing dwell time, and maximising revenue,” Sturdy further shared.

The launch coincides with Adrenalen’s ongoing expansion of its technology and content offerings for hospitality operators, driven by its broader venue strategy.

Earlier this year, the organisation introduced Adrenalen Edge, a commercialisation platform created to link emerging sport, media, and venue technologies with operators capable of deploying them in real-world environments. Its flagship product, SportEdge, delivers automated sports content scheduling, centralised screen management, live scores, news, venue promotions, and integrated tipping competitions.

Alongside its screen and software solutions, Adrenalen has significantly strengthened its live content portfolio, securing venue broadcast rights and partnerships with major properties including Paramount+, DAZN, Stan Sport, BKFC, and Power Slap, positioning hospitality venues as premier destinations for collective sports fandom.

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