Telstra Touch and Track: a game-changer for accessibility

Challenge

Turning data into touch

While this initiative is groundbreaking, the journey to get there was not without its challenges. One of the primary hurdles was translating intricate ball-tracking data into a tactile and intuitive experience. Champion Data’s tracking system needed to synchronise with Telstra’s ultra-low-latency network. Bringing this ambitious task to life demanded relentless technical innovation, creative problem-solving, and seamless collaboration between multidisciplinary teams.  

Equally important was ensuring the device genuinely served the blind and low vision community’s needs. Telstra partnered closely with Vision Australia and dedicated individuals like AFL Blind player Shaun Keath, embracing a co-design process that put users at the heart of every decision. This commitment meant finding the perfect balance between cutting-edge technology and practical usability, ensuring the device was not just functional, but emotionally engaging and truly transformative for fans seeking a deeper connection to the game.

The team also faced significant logistical hurdles. Launching the device at scale required meticulous coordination with stadium operations, guest services, and accessibility teams. Every detail, from pre-booking and same-day hire to the simplicity of collection and return, was carefully crafted to ensure fans receive a seamless, robust experience.

Despite these considerable challenges, Telstra Touch and Track  has earned widespread acclaim for its impact. It stands as an example of how determined, thoughtful innovation can break down barriers and set a bold new standard for inclusive sporting experiences; paving the way for accessibility initiatives not just in AFL, but across all Australian sport.

Solution

A multi-sensory fan experience 

The project’s success hinged on a multi-layered, collaborative approach that brought together advanced technology, user-centred design, and seamless operational delivery.

At its core, the solution is a Wi-Fi-enabled tablet featuring a precision magnet ring that moves in sync with the ball’s real-time location on the field. This tactile device, developed by Field of Vision, is powered by Champion Data’s state-of-the-art tracking system, which uses 14 high-mounted cameras to map every movement of the ball with centimetre-level accuracy.

The system’s real-time event data is transmitted via Telstra’s ultra-low-latency network, ensuring fans can physically trace the action as it unfolds. Distinct vibration signals indicate key game moments, such as goals and behinds, creating a multisensory experience that far surpasses traditional audio commentary.

The project was co-designed with Vision Australia, AFL Blind player Shaun Keath, and members of the blind and low vision community. This inclusive process ensured the device was intuitive, emotionally engaging, and genuinely transformative for users. Telstra’s commitment to accessibility is reflected in its FY23–FY25 Accessibility and Inclusion Action Plan, which guided the project’s development and rollout.

Operationally, the solution was launched at Marvel Stadium in Melbourne, making Telstra Touch and Track devices available free of charge to fans, beginning from the 2025 AFL season. Telstra worked closely with stadium operations and guest services to ensure a seamless experience, from pre-booking and same-day hire to easy collection and return.

The project stands as a testament to Telstra’s leadership in accessible innovation, its strong partnership with the AFL, and its ability to harness technology to break down barriers. Plans are underway to expand Touch and Track to more stadiums, furthering Telstra’s vision of inclusive, memorable sporting experiences for all.

Approach

Co-designing for inclusion

The strategy behind Telstra’s Touch and Track project was rooted in collaboration, technical ingenuity, and a deep commitment to accessibility. From the outset, Telstra recognised that delivering a truly transformative experience for blind and low vision AFL fans would require more than just advanced technology, it demanded a user-centred, co-design process and seamless teamwork across disciplines.

Central to the project was the partnership with the AFL, Champion Data, Field of Vision, Vision Australia, and key members of the blind and low vision community, including AFL Blind player Shaun Keath. This inclusive approach ensured that the solution was shaped by those who would use it, with regular feedback and testing guiding every stage of development. The team prioritised empathy and practicality, striving to balance cutting-edge innovation with genuine usability and emotional engagement.

On the technical front, the project leveraged Champion Data’s state-of-the-art ball-tracking system, integrating this data with Telstra’s ultra-low-latency network was a major undertaking, requiring relentless problem-solving and creative engineering to ensure the tactile device responded instantly and accurately to live game action.

Operationally, the rollout at Marvel Stadium was meticulously planned. Telstra worked closely with stadium operations, guest services, and accessibility teams to ensure every detail, from pre-booking and same-day hire to the simplicity of device collection and return, was crafted for a seamless fan experience. Training and support were provided to staff to guarantee that fans could access and use the device with confidence.

Throughout, Telstra’s FY23–FY25 Accessibility and Inclusion Action Plan provided a strategic framework, reinforcing the company’s commitment to breaking down barriers and setting new standards for inclusive sporting experiences. The project’s success is a testament to what’s possible when technology, empathy, and collaboration converge.

Telstra Touch and Track stands as a model for future accessibility initiatives, demonstrating how thoughtful, user-driven design and technical excellence can create lasting impact for communities often overlooked in live sport.

Impact

Breaking barriers in sport

The launch of Telstra’s Touch and Track technology at Marvel Stadium marks a watershed moment for sports accessibility in Australia. For the more than 450,000 Australians who are blind or have low vision—a number expected to exceed 500,000 by 2030—the AFL experience has historically been limited to audio commentary, often leaving fans feeling isolated from the energy and nuance of live matches.

Telstra Touch and Track fundamentally changes this paradigm. By translating near real-time ball movement into a tactile experience, the device empowers fans to physically follow every play, goal, and behind with their fingertips. The intuitive design, featuring a Wi-Fi-enabled tablet and a magnet ring that moves across a tactile map of the field, allows users to feel the game unfold in a way that was previously unimaginable. Distinct vibration signals further enhance the multisensory experience, making every key moment accessible and memorable.

The impact extends beyond the technology itself. The project was co-designed with Vision Australia and members of the blind and low vision community, ensuring that the solution genuinely meets user needs. This collaborative approach has fostered a sense of inclusion, allowing fans to participate in AFL culture on equal footing with their peers. The availability of the device at no cost, coupled with seamless pre-booking and same-day hire, removes barriers and makes game day more welcoming than ever.

Telstra Touch and Track is more than a tech innovation. It demonstrates how thoughtful design and partnership can break down barriers, create new opportunities for connection, and set a bold standard for accessibility in sport. As Telstra and the AFL look to expand this technology to more venues, the legacy of Touch and Track will be measured not just in technical achievement, but in the lives it enriches and the communities it empowers.