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

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in