MCG ramps up technology spend to improve fan engagement

New Wi-Fi network and IPTV rollout in 2015 is part of a $45m investment into improving connectivity in the stadium

Melbourne Cricket Ground - IPTV screens
Melbourne Cricket Ground - IPTV screens

The Melbourne Cricket Ground (MCG) is rolling out a new high-density Wi-Fi network and IPTV digital offering in a bid to improve digital connectivity and fan engagement in the sporting ground.

The new technology project, announced today, will see a secure and high-density Wi-Fi network rolled out in and around the stadium, giving attendees better access to interactive content and connectivity during games. The stadium is also investing in a new IPTV system, which will distribute high-definition digital content in real-time to 800 screens throughout the MCG.

Other improvements include a new exterior LED lighting system consisting of 240 LED lamps, which will give teams and clubs the ability to personalise and theme the stadium for fans, as well as help provide improved external digital signage in Yarra Park. The MCG is also upgrading media and broadcasting facilities onsite.

The technology enhancements are the next phase in a $45 million investment into the MCG, which has already seen two new high-definition scoreboards as well as high-definition television production facilities.

The exterior lighting is due to go live by April, while the Wi-Fi and IPTV solutions are expected to be completed in time for the 2015 Boxing Day Test.

“This will take the fan experience to another level with significant improvements to the MCG’s connectivity,” Melbourne Cricket Club (MCC) CEO, Stephen Gough, said in a statement, adding that the MCG will soon be one of the most connected stadiums in the country.

“This increased capacity will be great news for the 4 million people who visit the MCG each year.”

MCC has appointed IBM as its head technical contractor, responsible for designing, evaluating technology and implementation. Cockram Construction will oversee the rollout as head contractor, and Cisco is also a partner in the project.

The MCC said it assessed stadiums globally to find a technology approach that put the fan’s experience first, highlighting Dallas Stadium, Metlife Stadium, Yankee Stadium and Wembley as examples.

“We have witnessed new technologies in action elsewhere and we want to ensure the MCG remains one of the great stadiums in the world,” Gough said.

The desire to bring more digital capabilities into the physical game experience was the subject of a panel on digital’s growing role in sporting experiences, held at the SCG earlier this week by the Trans-Tasman Business Circle.

During that panel, Cricket Australia’s executive general manager of media, communications and marketing, Ben Amarfio, pointed to the importance of building an at-match experience that equals the TV experience using digital capabilities.

Fellow panellist, and Commonwealth Bank’s general manager of brand, sponsorship and marketing services, Stuart Tucker, argued the industry wasn’t doing enough to address the digital experience of the fan in the stadium. CommBank is a Cricket Australia sponsor.

“We talk about the digital experience at home but we can’t forget about the fans in the ground,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

https://uploads.disquscdn.c... [magic school bus] KID: where are we going today MS. FRIZZLE: the zoo KID: but last week we went to SPACE ...

Germain3161

Sephora Asia details its journey to data-driven decision making

Read more

DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...

DP apparel

Audi Australia gets a new CMO

Read more

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Prozac is the brand name of fluoxetine, a prescription drug used to treat depression obsessive-compulsive disorder, and panic disorder. B...

jenson smith

CMO's top 8 martech stories for the week - 19 July 2018

Read more

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

Latest Podcast

More podcasts

Sign in