Wildstone To Digitize Seven Billboards At Sydney Olympic Park
2026-09-25 · via invidis
Wildstone has secured rights to seven existing static billboards at Sydney Olympic Park and plans to convert all of them to digital displays, with more than A$4 million earmarked for the upgrade. Alliance Outdoor Media Group has been confirmed as the media operator handling ad sales on the network.
For operators watching the DOOH market expand into transit-adjacent and precinct-scale sites, this is another example of a familiar split structure: an infrastructure investor secures the sites and funds the physical build, while a separate media company sells the advertising. Wildstone does not sell ad space itself in this deal, and it has used the same model elsewhere.
The contract for the current static billboard portfolio begins October 1, 2026. Wildstone did not give a timetable for when the digital conversions themselves will be finished, so it is not yet clear how quickly these screens will actually go live. The company also says several of the structures will be relocated to new viewing positions along major roads and precinct entry points, meaning this is not a simple panel swap but a repositioning of the network within the site.
Betting on the precinct's growth
The investment is timed to Sydney Olympic Park's long-term redevelopment. The New South Wales government's Sydney Olympic Park Master Plan 2050 calls for up to 15,000 homes and 26,000 jobs in the area, and the Sydney Metro West rail line, due for completion by 2032 according to the release, is expected to bring more foot and vehicle traffic through the precinct. Wildstone's commercial director for Australia, Mitch Cook, framed the deal as a long-term play, saying the company is building a network meant to evolve over the next 20 to 30 years.
That is a notably long horizon for a seven-screen deployment, and it signals that Wildstone is treating this as an early position in a market it expects to grow substantially rather than a standalone commercial win.
Part of a broader pattern
The Sydney deal follows the same playbook Wildstone has used elsewhere. In the UK, the company is expanding a digital screen network across Motor Fuel Group petrol stations with i-media running media sales. In Germany, its partnership with Berlin-based Hygh pairs Wildstone's site investment with Hygh's ad sales operation, as invidis reported in 2025.
Wildstone says its global portfolio now exceeds 5,700 out-of-home advertising assets, and the company describes the Sydney Olympic Park project as part of a wider push to acquire and digitize outdoor media sites across multiple markets. What the announcement does not say is how many screens, if any, are already live, or what technology or display specifications will be used at the Sydney sites. For media buyers and rival operators in the Australian OOH market, the more immediate question is how quickly Alliance Outdoor Media Group can bring inventory to market once the conversions begin.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The company plans to invest more than A$4 million in the roadside portfolio, with Alliance Outdoor Media Group confirmed as its operator.
Wildstone has secured the rights to seven existing billboards at Sydney Olympic Park and plans to convert all of them to digital displays. The company says it will invest more than A$4 million in the upgrades, including changes to the billboards’ positioning and visibility.
Several structures will move to new viewing positions along major roads and precinct entry points. Wildstone’s contract for the current static portfolio begins Oct. 1, 2026, with Alliance Outdoor Media Group confirmed as the media operator. Wildstone did not give a timetable for completing the digital conversions.
The investment comes as the former Olympic site prepares for substantial residential and commercial growth. The New South Wales government’s Sydney Olympic Park Master Plan 2050 envisages up to 15,000 homes and 26,000 jobs, while Sydney Metro West, currently due for completion by 2032, is expected to improve connections to the precinct.
“We’re investing with the next 20 to 30 years in mind, building a digital network that can evolve alongside Sydney Olympic Park,” said Mitch Cook, Wildstone’s commercial director for Australia.
The Sydney deal follows Wildstone’s established approach: it secures advertising locations and funds the physical infrastructure, while a media partner handles ad sales. As reported by invidis , Wildstone is expanding a digital screen network across Motor Fuel Group petrol stations in the UK, with i-media handling media operations. In Germany, invidis reported in 2025 that its partnership with Berlin-based Hygh similarly pairs Wildstone’s infrastructure investment with Hygh’s media sales.
Wildstone says its global portfolio now exceeds 5,700 out-of-home advertising assets. Its expansion in Australia is part of a wider push to acquire and upgrade outdoor media sites across multiple markets.