Wildstone Secures Sydney Olympic Park Outdoor Portfolio

Wildstone has secured the rights to seven billboard locations within Sydney Olympic Park and intends to invest more than AUD 4 million into transforming the existing static portfolio into a digital out-of-home network. According to Wildstone, the upgrade will include digitisation of all boards, improved positioning and visibility, and the relocation of several structures to better viewing positions on major roads and key entry points into the precinct. The company said the contract for the current static portfolio will commence on October 1, 2026, with Alliance Outdoor Media Group confirmed as the operator. Businesses evaluating out-of-home opportunities should confirm current availability and pricing directly with operators.

Noel Cook, Managing Director – Australia at Wildstone, stated that Sydney Olympic Park is becoming one of Sydney's major live-work destinations and that the company is putting more than $4 million into building a network of premium digital assets matching where the precinct is heading. He noted that Wildstone had already received strong interest from both major media operators and independents, describing this as the kind of industry-wide support the company wants behind the network.

Mitch Cook, Commercial Director – Australia at Wildstone, said the investment is being made with the next 20 to 30 years in mind. He said a location of this calibre deserves infrastructure to match.

Sydney Olympic Park is set to undergo significant transformation under the NSW Government's Sydney Olympic Park Master Plan 2050, which envisions up to 15,000 homes and 26,000 jobs created in the area. The precinct, which hosted the Olympic Games 26 years ago, is expected to evolve into a major mixed-use community while maintaining its role as one of Australia's premier sporting and entertainment destinations. This planned growth underpins the rationale for investing in a digital out-of-home network that can serve an expanding population and workforce.

Transport connectivity in the area is expected to improve significantly with the Sydney Metro West project, which is due to be completed by 2032. The company said this infrastructure addition will further help increase audience movement through the portfolio's sites, potentially boosting the reach and value of the digital billboards once operational. Wildstone did not quantify expected audience figures.

The seven static billboards will be converted to digital out-of-home placements on major roads and key entry points, allowing advertisers to display dynamic content and adapt messaging more flexibly than traditional static boards permit. The relocation of several structures to improved viewing positions is intended to maximise visibility and audience reach across the precinct's road network.

The scope of Alliance Outdoor Media Group's responsibilities beyond its operator role was not elaborated, and the terms of the operational arrangement were not disclosed in Wildstone's statement.