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AFL set for global first with Telstra Tracker initiative

The AFL Aussie rules football league has teamed up with telco Telstra, sports statistics provider Champion Data and marketing agency MKTG to integrate Telstra Tracker data alongside stadium LED signage during matches.

Data from Telstra Tracker had previously only been available through the AFL app and during commercial broadcaster Seven’s coverage of the league. The data will now be featured on LED signage at the Melbourne Cricket Ground and Etihad Stadium.

Fans will be able to keep up to date with how fast and how far players are running during games. MKTG manages the in-stadium signage at both Melbourne venues and introduced the LED system in 2015. Its partnership with Telstra and Champion Data marks its latest move to enhance the in-venue experience for supporters.

MKTG managing director Matt Connell said: “As a business dedicated to ‘making the moment mean more’, we jumped at the opportunity to work with Telstra and Champion Data to integrate live data from the match. For Telstra, it provides a meaningful brand alignment, and it takes Champion Data into another realm, ultimately improving the fan experience.”

Champion Data director Chris Hume added: “We continuously strive to innovate; to capture and deliver new sports data which enhances the fan experience. This unique and powerful partnership with Telstra and MKTG creates new insights, live in venues, which fans will access directly, as a game unfolds.

“This project creates a bridge between fans and athletes, where the digital and physical converge. It is another layer in the story and has the potential to become a permanent feature for sports fans around the world. This exciting project is a global first: no other sport delivers fans such a comprehensive view of live player (tracking) data.”

The technology will be used during the Collingwood vs Essendon match at the MCG on Wednesday.