Adrenalen Group has announced the launch of Adrenalen Media, Australia’s newest in-venue advertising network, designed to help pubs, clubs and hospitality venues unlock a new revenue stream around the live sport they already broadcast.
One in three global sports viewers now watch games in pubs, bars or restaurants, with operators investing more than ever to deliver the live sporting experiences patrons expect. However, the cost of delivering that experience is increasing. Record broadcast rights deals are driving up sports subscription fees for venues, while changes to licensing costs and other operating expenses are adding further pressure to operators’ bottom lines. Many venues are now looking for new ways to create sustainable returns from the live sport experiences they have built.
Adrenalen Media gives operators a new way to monetise one of their most valuable existing assets: their screens and their customers. Through the platform, Adrenalen sells premium digital out-of-home (DOOH) advertising to both national brands and local sponsors. Brands can appear on screen in two ways: through dynamic integrated LED billboard banner placements or on dedicated digital screens positioned next to the best sports screens and throughout the venue. Across both formats, advertising is integrated throughout live play, during breaks and either side of play but never interrupting the game.
Importantly, the platform is built to enhance the viewing experience, not interrupt it. Screens carry a curated mix of the venue’s own promotions, events and offers, alongside sports content that supports what patrons are watching, including live scores, stats and breaking sports news. Paid advertising is then integrated within that mix, allowing venues to commercialise their audience without customers ever feeling like they are being advertised to.
“Live sport is one of the biggest reasons people walk through the doors of pubs and clubs, and the crowds venues pull in on game day are an audience advertisers already pay to reach. We think the venues creating that experience should finally share in the value their audiences generate.” said Mark Sturdy, CEO of Adrenalen Group
“Until now, venues have only been on one side of the live sport economy, paying for the content that fills their rooms. Adrenalen Media puts them on both sides of the coin. As live sport grows in value, so does the advertising around it, and for the first time venues share in that upside instead of just wearing the cost,” said Mark Sturdy, CEO of Adrenalen Group.
With campaign management, scheduling and reporting handled by Adrenalen, venues can generate additional revenue with minimal operational input while maintaining complete control over every screen. Advertising revenue is shared, with the platform estimated to generate thousands in additional revenue annually for a venue.
“Hotels invest heavily in the live sport experience — the infrastructure, floor space, staff and amenities that make it possible. For years, that’s generated valuable customer reach for third-party operators without venues sharing in the value created. We welcome initiatives that let venues capture more of that value from their existing assets.” Said John Whelan, CEO, Australian Hotels Association NSW
Interest in the platform has been strong from both sides of the market, with venues signing on across the country and advertiser demand building in the lead up to launch. Adrenalen has already 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 – all earning while the biggest games of the year are on their screens,” said Sturdy.
Adrenalen Media has also been appointed as 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.
“We’re excited to partner exclusively with Adrenalen Media to unlock the advertising value of sports bars across our network. 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.” said Peter Filipovic, Director of AllPour.
The launch of Adrenalen Media expands Adrenalen Group’s integrated venue ecosystem, joining Adrenalen Sport, Adrenalen Vision and Adrenalen Edge to deliver sports content, venue technology, live data and media.
