AFL and TGI Sport establish Lumen8 Media

July 25, 2024

Following their announcement in November 2023 of a 10-year strategic partnership, the AFL and TGI Sport have launched Lumen8 Media – an agency that will harness technology and creativity to redefine in-stadia digital signage and enhance the fan experience.

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).

The way fans engage with their favourite team, athlete or artists, connect with brands and stakeholders is what Lumen8 Media values. The ‘Lumen8’ brand aligns with the desire to enhance the theatre of sport and entertainment in-stadium, bring the fan into the experience and make them feel part of every moment.

The creative approach to match day production and signage is a critical platform of Lumen8 Media to capture audience attention and ensure brands are unmissable.

Reflecting its commitment to best-in-class match production, Lumen8 Media 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.

Lumen8 Media will be led by international digital sports expert Raefe Winstanley as Chief Executive, as well as commercial media and signage specialist Natalia Cordeiro, as Commercial Director.

Winstanley notes "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, Chief Executive Melbourne Cricket Club – manager of the MCG adds “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, General Manager Marvel Stadium shared “Marvel Stadium 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.”

Winstanley and Cordeiro will now begin to build out their partnerships team and engage with partner brands. More details will be released on the Lumen8 Media innovation and technology offering shortly.

Before taking on the Chief Executive position Winstanley was TGI Sport’s, Head of Media and Tech and has worked with the AFL during the creation of the Strategic Partnership.

At TGI Sport, he was responsible for commercialising signage sales and the delivery of LED technology across client venues and clubs in Australia. He has worked with largest brands, sport governing bodies and professional teams internationally and domestically, including NZ All Blacks, Brazil and Argentina (Soccer), Real Madrid and Stanford University (College Football). Winstanley was also previously the Strategy Director of the Melbourne Storm.

Natalia Cordeiro joins Lumen8 Media from TGI Sport where she was the National Sales Director.

Cordeiro has an extensive history across the media landscape, including Broadcast, Print, Digital, Mobile and Social platforms. She has several years of demonstrated year-on-year success in commercialising match day signage while at TGI Sport across an expansive range of domestic and international clubs and codes.

The relationships and networks she has developed during her multi-channel career, and her passion for delivering innovative signage solutions tailored to each client's unique needs, make her ideally placed to oversee the commercial aspects of Lumen8 Media.

Launched in 1997, TGI Sport is the industry-leading sports technology company backed by Investors Bruin Capital and Quadrant Private Equity. Trusted by more than 150 clients, including the world's premium sporting organisations, TGI Sport is an end-to-end service provider focused on five key pillars: technology, media rights, live production, content creation and talent management. With global headquarters in Melbourne, TGI Sport operates in 50 countries, with nearly 400 employees providing services to over 3,500 events annually for many of the world's largest rights holders. For more information visit www.tgisport.com.

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