Bringing the Emirates Lounge to Life: A VIP AFL Activation with TGI Sport Australia

At Evan Evans, we don’t just print signs—we help build unforgettable experiences. One of our proudest recent collaborations was working with TGI Sport Australia to deliver a premium VIP Lounge activation for Emirates and Collingwood Football Club, right in the heart of the Melbourne Cricket Ground (MCG).

With a crowd of over 80,000 fans in attendance for the much-anticipated Collingwood vs. Carlton AFL blockbuster, this event was more than a match—it was a full-scale brand experience. And Evan Evans was there to make it visually spectacular.

A Touch of Class – Designed and Delivered

The VIP Emirates Lounge was nothing short of luxury, complete with plush furnishings, floral styling, Emirates branding, and premium service. At the centre of it all? Carefully curated signage and print collateral supplied and installed by our team.

From bold Blockout Fabric Banners to sleek Vinyl Long Banners, custom boarding passes, and event decals, every printed piece played a vital role in reinforcing the prestige of the Emirates brand.

Leadership on the Ground

This activation was led by Dan Butler, our seasoned Account Manager at Evan Evans. Dan worked closely with TGI Sport Australia from concept through to execution, managing logistics, print production, and the onsite installation team. His leadership ensured that every detail aligned with brand guidelines and event timelines.

“Dan’s experience and hands-on approach helped ensure every element was delivered on time and to spec, even with the tight turnaround of a live AFL event,” said a member of the production crew.

Our Deliverables Included:

Blockout Fabric Banners: For high-impact perimeter branding and Emirates Lounge façades.
Vinyl Banners: Used for long-distance visibility within the MCG environment.
Corflute and Screenboard Boarding Passes: Adding a bespoke, premium-touch keepsake for VIP guests.
Decals: Including custom branding for the CFC Premiership Cup plinth, enhancing every photo opportunity.

These products weren’t just decorative—they were part of a storytelling strategy that elevated the brand experience for everyone invited into the Emirates Lounge.

A Celebrity Touch

The night’s guest list included none other than Mick Molloy, who was spotted enjoying the atmosphere and a glass of champagne from the comfort of the lounge. His presence brought some added sparkle and visibility to the event, making it even more memorable for attendees.

Why This Activation Stood Out

Brand activations at this level are a true collaboration between creative, production, and strategic partners. This project showcased:

Seamless collaboration with TGI Sport Australia
High-volume print production delivered with precision
Installation under tight timeframes
A clear understanding of brand execution in high-traffic, televised environments

This wasn’t just signage—it was a visual narrative that celebrated the power of sport, brand, and audience connection.

Want to Create a VIP Experience Like This?

Evan Evans has been Australia’s leader in custom signage for over 145 years. From event activations and sports sponsorships to trade shows and brand campaigns, we help you bring your message to life—beautifully, boldly, and reliably.

📧 Contact our team today to learn how we can support your next campaign with print that truly performs.