Sponsorship News

Heavy hitting sports administrators launch new tech firm with AFL project

24 March 2016 3:34pm

A new sports marketing technology company headed by former chief executives of the AFL and Football Federation Australia has launched its first project, implementing the AFL's most comprehensive LED signage program.

Beyond Boundaries Global, registered in Singapore, is led by former long-serving AFL chief Andrew Demetriou and ex-FFA boss Ben Buckley.

Demetriou is the global chairman of the company with Buckley serving as global CEO. The Beyond Boundaries APAC office, based in North Sydney, will be led by prominent cricket player manager and sponsorship veteran, Neil Maxwell.

Beyond Boundaries worked with the AFL and eight clubs in the off-season to create the largest signage network in Australia, according to head of commercial, Mark Raisbeck.

Raisbeck joined BBG in January after three years as head of sport and entertainment at Group M agency Mindshare ESP. He told Sponsorship News that the project marked the first time a partner could advertise across LED perimeter signage at all AFL games.

Eight AFL clubs in seven states have signed up for the LED solution – Perth and Fremantle, Gold Coast and Brisbane and Adelaide will all use the initiative at home games. North Melbourne's and Greater Western Sydney's home-games in Tasmania and Canberra will also be a part of the program.

Beyond Boundaries is talking with both existing AFL advertisers and potential new brands about the program, which will span 360-degrees and 480 metres of LED signage across 77 regular-season games.

New Zealand-based signage firm, Techfront Oceanic, has provided the LED technology for the project.

Alongside signage and in-stadium solutions, Beyond Boundaries is also plotting moves into brand measurement and strategy consulting.

© Copyright 2019 Sponsorship News