The AFL and TGI Sport have established Lumen8 Media – an agency that will “harness technology and creativity to redefine in-stadia digital signage and deliver fans unmissable moments.”
From 2025, Lumen8 Media will manage the commercial rights and sales program for AFL match day LED signage at both Marvel Stadium and the Melbourne Cricket Ground (MCG).
Lumen8 Media will be led by Raefe Winstanley as CEO, as well as commercial media and signage specialist Natalia Cordeirio as commercial director.
Winstanley said: “Whether watching from level 1 at Marvel Stadium, level 4 at the MCG, or from the couch at home, Lumen8 Media’s proposition and content will give fans, partners and brands the best fan experience for every moment.”
Stuart Fox, CEO of Melbourne Cricket Club – manager of the MCG, added: “We strive to deliver greatness for our members and fans on match days and are looking forward to working together with Lumen8 Media to enhance that experience even further.
“Our future scope will include the digitalisation of signage on all four levels of the MCG and several other initiatives to make sure the MCG remains truly world-class.”
The business said its values lie in the way fans engage with their favourite team, athlete, or artists.
The new agency will upgrade and increase the signage footprint at both stadiums by installing LED signage on level 3 of Marvel Stadium and both level 2A and level 4 at MCG. This will result in the MCG having four levels of LED signage across the Shane Warne Stand.
“Marvel Stadium continues to evolve and enhance the fan experience to make it a true entertainment hub to enjoy all year round,” Scott Fitzgerald, general manager at Marvel Stadium, said.
“Working alongside Lumen8 Media will elevate the offering, whether in-stadia or watching along on a screen, to deliver elevated fan and audience engagement experience.”