The AFL has announced a new five-year partnership with Sharp Extensive IT (Sharp EIT), which will see the brand provide around 1,300 SHARP 4K Ultra HD screens with Special Feature LEDs and curved LEDs for the Marvel Stadium upgrade.

The partnership will see Sharp EIT become the league’s official wholesale display screens partner, delivering digital and interactive display solutions specifically for the AFL’s continued improvements for Marvel Stadium in Melbourne.

AFL executive general manager customer and commercial, Kylie Rogers, said the partnership will help improve the match-day experience for fans who attend the venue.

“We welcome Sharp Extensive IT to the AFL family and look forward to working alongside them to enhance our offerings for fans at match days as part of the Marvel Stadium redevelopment,” Rogers said.

Sharp EIT managing director, Mario Bernatovic, said: “We are incredibly fortunate to embark on this long-term partnership with AFL, and we’re thrilled to come onboard as its newest official partner, working closely to support the team as well as providing a fantastic viewing experience for fans.”

“Sharp EIT has a long history of supporting local businesses and communities, and we’re always looking for ways to support the football community further so a partnership with the AFL, and relationship with its corporate networks, is a no-brainer.

“This is a significant moment for us,” Bernatovic said.

The partnership is the latest from the AFL to boost the redevelopment of Marvel Stadium, which is undergoing a $225 million upgrade delivered by the AFL in support from the Victorian State Government.

Discussing the upgrades to Marvel Stadium, AFL CEO, Gillon McLachlan said the precinct will become one of the best sports and entertainment destinations in the world.

The venue also is benefiting from the league’s major partnership with Telstra, who is helping upgrade the Marvel Stadium network and technology to make it one of the world’s most advanced stadiums with integration of 5G upgrades, artificial intelligence, mixed reality, and edge computing applications across the stadium.