Wildstone to Invest AUD 4M Digitizing Seven Billboards at Sydney Olympic Park
2026-09-24 · via DailyDOOH
Wildstone has secured rights to seven billboard locations across Sydney Olympic Park and plans to invest more than AUD 4 million converting the static portfolio into digital out-of-home assets. For operators watching the Australian OOH market, this is another sign that legacy static inventory in high-growth urban precincts is being systematically converted to digital as land values and foot traffic rise.
According to the announcement, all seven boards will be digitized, with some structures relocated to improved viewing positions on major roads and key entry points into the precinct. The company frames the move as building a network of "premium digital assets" to match the area's growth trajectory. The release does not specify screen sizes, panel technology, or resolution for the new digital sites, so operators looking for hardware specifics will need to wait for further detail.
Alliance Outdoor Media Group is named as the confirmed operator, with the contract for the existing static portfolio set to commence October 1, 2026. That gap between the deal announcement now and the operator start date suggests a transition period during which the digitization work will presumably take place, though the release does not lay out a construction or installation timeline.
Why Sydney Olympic Park
The location rationale is tied to redevelopment plans rather than advertising metrics alone. Wildstone points to the NSW Government's Sydney Olympic Park Master Plan 2050, which the company says will bring up to 15,000 homes and 26,000 jobs to the precinct as it continues to evolve from Olympic host site into a mixed-use residential and commercial hub. The completion of Sydney Metro West, expected by 2032 according to the release, is cited as a further driver of audience volume through the area.
For DOOH buyers and operators, this is a bet on future audience density rather than current traffic. Digitizing seven boards ahead of a population influx that will not fully materialize for years is a long-horizon play, one that Wildstone's commercial director Mitch Cook explicitly frames as a 20 to 30 year investment. That is a notably long payback window for a DOOH network, and the announcement offers no detail on expected audience impressions, campaign pricing, or content management infrastructure that will run the new digital faces.
Wildstone says it has already had interest from both major media operators and independents in the network, though no names beyond Alliance Outdoor Media Group are mentioned. What the announcement does not say is which display hardware vendor will supply the digital boards, what content management or ad-serving software will run them, or how the seven sites will be programmatically sold once live. Those details will matter to media buyers evaluating the inventory once it comes online.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Wildstone Secures Sydney Olympic Park Outdoor Portfolio
Wildstone, has secured the rights to seven billboard locations in Sydney Olympic Park and will invest more than AUD 4 million into upgrading the portfolio.
Noel Cook , Managing Director – Australia, Wildstone told us “Sydney Olympic Park is becoming one of Sydney’s major live-work destinations, with tens of thousands of people set to call it home. We’re putting more than $4 million into building a network of premium digital assets that matches where the precinct is heading. We’ve already had strong interest from both major media operators and independents – exactly the kind of industry-wide support we want behind this network.”
Seven static billboards will undergo upgrades, positioning and visibility including the digitisation of all boards.
Several structures will also be relocated to improved viewing positions, creating premium digital out-of-home sites on major roads and key entry points into the precinct.
The contract for the existing static portfolio will commence on October 1, 2026, with Alliance Outdoor Media Group the confirmed operator.
This future-facing investment positions Wildstone’s infrastructure ahead of Sydney Olympic Park’s next growth phase, which will see the area evolve into a major mixed-use community while retaining its role as one of Australia’s premier sporting and entertainment destinations. Up to 15,000 homes and 26,000 jobs will be created under the NSW Government’s Sydney Olympic Park Master Plan 2050, as it continues to rejuvenate the precinct 26 years after it hosted the Olympics.
Mitch Cook , Commercial Director – Australia, Wildstone added “We’re investing with the next 20 to 30 years in mind, building a digital network that can evolve alongside Sydney Olympic Park. A location of this calibre deserves infrastructure to match, and our ambition is to ensure the network keeps pace with the precinct’s growth.”
Major investment to the Park’s transport connectivity such as Sydney Metro West – due to be completed by 2032 – will further help increase audience movement through the portfolio’s sites.
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