AFL announces 10-Year strategic partnership with TGI Sport to elevate fan experience

The AFL has unveiled a groundbreaking 10-year strategic partnership with TGI Sport, a renowned global leader in sports and entertainment.

This collaboration promises to usher in a new era of in-stadium experiences for fans, featuring cutting-edge LED signage, digital screens and innovative fan engagement offerings at both the iconic Melbourne Cricket Ground and Marvel Stadium.

The alliance empowers the AFL to regain control of its match-day signage inventory, ensuring a consistent and enhanced experience while delivering improved commercial outcomes for clubs. It also paves the way for world-class advertising innovation for commercial partners and advertisers, with commitments to ongoing advancements in technology and the installation of new perimeter screens at both stadiums throughout the partnership.

With an impressive track record spanning over two decades in the global sports landscape, TGI Sport boasts international experience across major leagues such as the NBA, NFL, MLS, FIFA, UEFA, F1 and ICC cricket competitions, in addition to its involvement with prominent domestic sporting codes.

The announcement follows an 18-month tender process and a strategic review of the AFL’s in-stadium signage and content offerings. The new partnership is set to be officially implemented at the commencement of the 2025 Toyota AFL Premiership Season.

Kylie Rogers, AFL Executive General Manager Customer and Commercial, expressed her enthusiasm about the long-term collaboration, emphasising its potential to offer fans an unparalleled in-stadium experience.

“We are really excited to be able to partner with TGI Sport and tap into the expertise and innovation that they are delivering on a global scale,” Rogers stated.

“I want to welcome Global CEO Martin Jolly and the TGI Sport team into the AFL family, and we look forward to reimagining the fan experience together.”

Jolly shared similar sentiments.

“We are very excited to be entering into this strategic partnership with the AFL,” he said.

“TGI Sport has significant experience within the global sporting arena, and we are proud to partner with the AFL to enhance the fan experience and presentation of the game for sponsors over the next decade.”