Marvel Stadium in Melbourne, Australia is set to undergo a series of technology upgrades after the AFL struck a new deal with broadcast partners Foxtel and Telstra.
The agreement will see both companies extend their coverage rights by two years across the 2023 and 2024 seasons.
And it will result in in a massive boost for sports fans and event-goers at Marvel Stadium, which will become one of the world’s most technologically connected and innovative sports and entertainment venues, along with a testing bed for Telstra 5G innovation.
Telstra will become Marvel Stadium’s official technology and innovation partner over the next four years, ensuring the revamped Marvel Stadium offers supporters the best digital experience of any stadium or entertainment venue in the country and ensuring supporters have the technology to connect them to the game they love.
Telstra technology and connectivity will be deployed at Marvel over the next few years including fixed and 4G/5G networks upgrades, Artificial Intelligence, and mixed reality and edge computing.
From booking a seat to parking to engaging with the game, attendees will soon be able to experience a new stadium experience before, during, and after they attend the game.
Telstra will also expand its visual sponsorship elements such as on-field Telstra 5G signage, and continue the development of the AFL’s digital assets such as AFL.com.au, club websites and the AFL Official LIVE App.
The updated sponsorship also deepens Telstra’s connections to AFL Clubs and extends the agreement with the AFL Players Association that engages all listed players as ambassadors for use in social marketing campaigns and other initiatives.
AFL CEO Gillon McLachlan said the extension was a good outcome for football and also for football supporters – particularly fans attending Marvel Stadium which would hit new heights for a digital sporting experience attending AFL and AFLW games.
Fans of all sports and entertainment events at the stadium would benefit. He said:
We have made a commitment to make Marvel Stadium one of the best sports and entertainment destinations in the world and our partnership with Telstra only enhances our ability to deliver this by providing fans a digitally-connected and technologically innovative fan-friendly experience.
Designs were recently unveiled for the extensive redevelopment of Marvel Stadium and the Docklands precinct.
The Marvel Stadium and surrounding precinct works will include revitalised eastern and southern entry points, including a new ‘Town Square’ transforming the space into a seven-day-a-week, open and accessible area to gather Monday to Sunday or when attending a sporting event or concert.