New agency to manage enhanced LED signage at MCG and Marvel Stadium
The AFL and TGI Sport have formed Lumen8 Media to manage match day digital LED signage, which is set to be enhanced at the MCG and Marvel Stadium.
The formation of the new media agency follows a 10-year partnership announced in November last year, replacing long-term partner MKTG.
Lumen8 Media will oversee the commercial rights and sales for AFL match day LED signage at Melbourne’s Marvel Stadium and the Melbourne Cricket Ground as of the 2025 season.
The agency will be led by TGI Sport's former head of media and tech, Raefe Winstanley (CEO) and media specialist, Natalia Cordeiro will be commercial director.
The new business will enhance digital signage opportunities at both stadiums by upgrading and expanding LED signage, while also creating opportunities to introduce LED signage across more AFLW venues.
At the MCG, LED perimeter signage will be added to levels 2A and 4, meaning digital signage will cover all four levels of the Shane Warne Stand, while at Marvel Stadium, LED signage will be installed on level 3.
Stuart Fox, Melbourne Cricket Club CEO said, “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.”
Scott Fitzgerald, GM of Marvel Stadium, said the venue “continues to evolve and enhance the fan experience to make it a true entertainment hub to enjoy all year round.
“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.”
