JCDecaux retains Melbourne’s iconic Yarra Trams advertising network

JCDecaux SE (Euronext Paris: DEC), the number one outdoor advertising company worldwide, has been re-appointed as the exclusive advertising partner for Melbourne’s Yarra Trams network – the world’s largest operational tram system – following a competitive tender process.

The new agreement, for a term of up to 14 years, retains the integrated concession across both the tram fleet and the tram shelter network, ensuring advertisers can plan integrated, city-wide campaigns across the full network. Under the renewed contract, JCDecaux will deliver a significant expansion of digital assets across Melbourne, including new Central Business District (CBD) locations and rollout into key suburban corridors.

Currently ranked the most liveable city in Australia and fourth globally in the Global Liveability Index 2025, Melbourne continues to demonstrate strong population growth with 5.4 million people in Greater Melbourne, economic contribution and cultural vibrancy. Melbourne’s tram network connects the CBD with major cultural, retail, education and sporting precincts, including Melbourne Park and Albert Park, home to the Australian Open and the Formula 1 Australian Grand Prix.

Jean-François Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux, said today in Melbourne at the start of the Formula 1 Grand Prix: “Retaining the integrated Yarra Trams contract reflects the strength of our partnership with Melbourne’s tram operator.  Yarra Trams is central to Melbourne’s identity and provides one of the most powerful Out-of-Home platforms in Australia. With global events such as the Formula 1 and the Australian Open placing Melbourne as the sporting capital of the world, the city provides brands with a uniquely powerful environment and access to world-class audiences at scale.”