When the Australian Football League (AFL) returned to London, EPG was engaged to manage all Overlay, Safety and Logistics services for the AFL in London

  • Duration:

    London – 2010

  • Services:

    Event Overlay & Infrastructure
    Event Operations
    Strategy
    Logistics
    Security & Safety

  • Sector:

    Sport Event

When the Australian Football League (AFL) returned to Kia Oval in London in 2010 for the first time since 2006, they appointed Event Planning Group (EPG) as their Event Delivery partner to manage all logistics and marketing services. The event saw Port Adelaide Power defeat the Western Bulldogs by one point in a thrilling match before over 10,000 spectators.

EPG provided Overlay & Infrastructure services, including field of play signage, wayfinding, fit-out of hospitality, media, and athlete spaces, and temporary tech infrastructure. They collaborated with AFL and stakeholders to create venue designs, schedules, and the overlay installation program. 

With the venue not designed for Australian Football, EPG took full ownership of contract negotiations and managed overlay procurement, ensuring cost control and strong vendor relationships. 

EPG also ensured Safety & Security by reviewing the Event Safety Plan to meet AFL standards and overseeing spectator services, including catering, signage, information, and welfare.