The AFL and Telstra have announced a two-year partnership with Champion Data to trial cutting-edge Optical Tracking Technology at Marvel Stadium, representing a significant advancement in football technology and innovation.
A program that is set to pioneer the way AFL stadiums could look in the future, the trial will see more than 40 cameras installed at Marvel Stadium, creating a sophisticated data capture system designed to transform multiple aspects of the game.
The optical tracking technology will enable the development of comprehensive data models across five key areas:
- Fan Engagement: Integration of enhanced broadcast and digital content to elevate the viewing experience for AFL supporters.
Performance Analytics: Advanced injury prevention measures and detailed performance analysis to support player welfare and development. - Coaching Innovation: Real-time team structure analysis, in-game technique assessment, and the ability to explore the creation of virtual reality coaching content to enhance tactical preparation.
- Officiating Support: Goal-line technology and additional adjudication tools to assist match officials in critical decision-making.
- Medical Applications: High-quality vision capture for concussion assessment and other medical analysis requirements.
Pioneered by Telstra, the collaboration reflects a shared vision to advance the sport through innovative technology, enhancing player welfare, coaching capabilities, fan engagement, and officiating standards.
Telstra has invested heavily in increasing network capability at Marvel Stadium to enable the new technology, now establishing it as the AFL’s leading venue for technological innovation.
Australia’s leading telco has rebuilt its network at Marvel Stadium, converging 4G, 5G and Wi-Fi infrastructure to provide the high-speed connectivity critical to monitoring the rapid movement from cameras during play, creating the conditions necessary for live analytics, officiating support, and enhanced fan experiences at scale.
The trial is expected to commence following camera installation in mid-2026, with insights gathered throughout the two-year program informing potential broader implementation across AFL venues.
The introduction of optical tracking follows the successful launch of Telstra Touch and Track, developed by the AFL, Telstra and Champion Data, which allows AFL fans who are blind or have low vision to follow live AFL games by physically feeling player and ball movement.
The system previously used 14 cameras to track the ball, with the new optical tracking trial expanding this to more than 40 cameras following the player and ball, which will further enhance the experience and support the continued rollout of the initiative.
Bec Haagsma, AFL Executive General Manager Customer, Commercial and Technology, said: “Optical tracking puts the AFL and Marvel Stadium at the forefront of how technology can shape the future of our game, both on and off the field.
“Working with Telstra and Champion Data, we’re excited to explore over the next two years how this technology can enhance everything from player welfare and coaching to officiating and the way fans experience football — not just at Marvel Stadium, but across AFL venues into the future.”
Nathan Gumley, Group owner – IT software engineering, Product and Technology, Telstra said: “Optical tracking is a step change in how we understand the game, and more importantly how we bring fans closer to it. We’re focused on building products that turn world class network capability into world class experiences, and this project is a perfect example of that in action. It’s only possible through deep partnership, and we’re proud to be working alongside the AFL and Champion Data to unlock richer, faster insights that can power everything from officiating to more personalised digital experiences for fans.”
Scott Fitzgerald, General Manager Marvel Stadium said: “The Optical Tracking Technology trial at Marvel Stadium will enhance our capability as a venue not just for AFL games but for other sports, major events and concerts.
“At Marvel Stadium, we are leaders in innovation and are always continuing to look at ways to improve the stadium alongside Telstra and Champion Data. We are excited to see the rollout of this program and how it can improve multiple aspects of how we operate.”
Aaron Cross, CEO, Champion Data said: “Champion Data commenced our optical tracking program two years ago, appointing Dr Stuart Morgan (from the AIS) to lead the program. In the 2025 AFL season we delivered live ball tracking. In 2026 and beyond, the next phase is a potentially world-first integration of optical tracking with event and device technologies in a live ecosystem for the AFL.
“It enhances the 2025 solution and creates a pathway to global leadership in both officiating and game insight. The AFL has set significant expectations in both domains, and we aim to meet them while deepening our long-standing partnership with Telstra in fan engagement and attracting new fans with innovative ideas for game-day experiences.”