Adrenalen Group has launched Adrenalen Media, an in-venue live sport advertising network designed to connect brands with audiences watching live sport inside pubs, clubs and sports bars across Australia.
Mark Sturdy, CEO of Adrenalen Group, said live sport was one of the few environments where people are genuinely present and engaged.
Unlike other forms of advertising, there is no scrolling, skipping, ad blocking or waiting for a break in play.
“People don't come to pubs and clubs just to watch a screen,” he said. “They come for the atmosphere, the shared experience and the moments created when people come together to watch sport.”
Advertising is sold as sponsorship blocks built around major events, from Footy Finals and the Spring Racing Carnival to the Summer of Cricket, the Australian Open and Friday night football.
Brands can also target the in-venue audience across the day, from the work lunch crowd through the afternoon trade, into the prime sport and night-time audience.
Sturdy said the platform gave brands a way to stay present throughout live play, without competing for limited slots during breaks.
"We've created a way for brands to stay present throughout live play, in a high visibility, highly engaging space, right alongside the action fans came to watch,” Sturdy said.
“Rather than competing for limited slots during breaks, brands become part of the entire experience. It's a new commercial pathway that opens live sport to more advertisers, while encouraging venues to continue their investment in sports infrastructure and the consumer experience.”
Adrenalen has secured a national footprint of venues that will be live in time for the NRL and AFL finals series.
"The response in these early stages has genuinely exceeded our expectations. We'll have venues across the country live for the upcoming finals series, with brands placed among the action at all times," Sturdy said.
Adrenalen Media has been appointed the exclusive in-venue advertising partner for AllPour, an Australian hospitality network representing more than 400 pubs and bars nationwide.
The initial rollout with AllPour will target 100 venues within the first six months, before expanding across the broader network.
Peter Filipovic, director of AllPour, said the response from the network's venues had been positive.
"”The response from our venues has been incredibly positive, with operators immediately recognising the commercial opportunity the platform presents. We can't wait to see the impact it has for venues across the country," Filipovic said.
Adrenalen Media joins Adrenalen Sport, Adrenalen Vision and Adrenalen Edge as part of Adrenalen Group's platform spanning sports content, venue technology, live data and media.
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