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Ticketmaster and Marvel Stadium extend multi-decade partnership

Ticketmaster and Marvel Stadium extend multi-decade partnership
October 4, 2021

Ticketmaster Australia has announced that it has renewed its long-term partnership with Melbourne’s Marvel Stadium.

The relationship, which will ultimately span over 30 years, has helped to deliver best-in-class technology to the world-renowned stadium and every visiting fan.

Throughout the partnership extension, Marvel Stadium will continue to access Ticketmaster’s industry-leading products, including digital ticketing having created a fully digital ticketing journey to help fans return to Marvel Stadium for AFL games.

Focused on creating solutions that help venues make the event-going experience easier for fans,

Ticketmaster’s new digital ticketing system means that fans can buy, access and forward tickets in the easiest and safest way possible, all while meeting the safety requirements of the Victorian Government.

Marvel Stadium will have access to Ticketmaster tools that enable event operators to fine tune the logistics of their events with entry rate monitoring, contactless entry, SmartQueue, waiting list options, and more. These capabilities exemplify Ticketmaster’s ability to innovate rapidly, and the company’s foundation of digital ticketing enables the rollout of future upgrades and innovations regularly.

Commenting on the extension, AFL Executive General Manager Customer and Commercial, Kylie Rogers stated “the partnership between Marvel Stadium and Ticketmaster has been proactive in assisting our hirers, our tenant clubs and our members with enhanced products, always looking towards the future with innovative and industry-leading solutions.”

Ticketmaster Australia and New Zealand Chairman, Maria O’Connor added “we are extremely proud to have been in partnership with Marvel Stadium since the gates opened.

“Marvel Stadium is one of the world’s most innovative venues, and together we’ve sold more than 20 million tickets over two decades. We look forward to selling millions more and providing an even greater level of technology and support to the venue as events ramp up again and we welcome back fans to all forms of live entertainment.”

The renewal sits alongside Ticketmaster’s ongoing 15-year relationship with the AFL, with clubs continuing to utilise its targeted fan-focussed ticketing system. Over the years, the association has transformed the entire ticket buying experience for footy fans and clubs alike, with record numbers flocking to sign up with over one million members in 2019.

Despite the COVID-19 affected season, memberships still reached a whopping 992,854 in 2020. That continued into 2021, with over one million members signed up this year.

With Ticketmaster continuing to support the AFL in their decision to remove transaction fees for AFL, Big Bash and A-League matches, which will remain beyond 2021, AFL Chief Executive, Gillon McLachlan said the move has helped “give fans the best opportunity to enjoy a game of AFL football.”

McLachlan went on to note “Marvel Stadium hosts nearly a quarter of the AFL season’s matches, our pricing strategy with Ticketmaster removes a barrier and provides an immediate saving for fans.”

The Marvel Stadium partnership renewal announcement comes at the conclusion of another successful year in Ticketmaster’s ongoing relationship with the AFL.

With the 2021 AFL season interrupted by lockdowns around the country, Ticketmaster worked alongside Brisbane’s The Gabba, Perth’s Optus Stadium, and Tasmania’s UTAS Stadium, to deliver another successful AFL finals series, including a sold-out history-making Grand Final.

Lower image: AFL Executive General Manager Customer and Commercial, Kylie Rogers (left) and Ticketmaster Australia and New Zealand Chairman, Maria O’Connor at the announcement of the extended partnership.

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17th March 2021 - Marvel Stadium to sell $2 pies during AFL season Rounds One and Two

27th February 2021 - Live Nation confident of future shows despite major revenue fall

27th December 2020 - Telstra looks to make Marvel Stadium one of the world’s most connected sporting venues

20th November 2020 - Designs revealed for $225 million upgrade of Melbourne’s Marvel Stadium

22nd October 2020 - Ticketmaster Australia and New Zealand announce new leadership appointments

21st September 2020 - Live Nation appoints senior leadership roles within its Asia Pacific division

25th August 2020 - AFL restructuring sees integration of management at Melbourne’s Marvel Stadium

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26th February 2020 - Marvel Stadium delivers hospitality upgrades ahead of 2020 AFL season

14th February 2020 - AFL and Ticketmaster move to scrap ticket booking fees at Melbourne’s Marvel Stadium

8th February 2020 - Ticketmaster Australia selects 10 local artists predicted for success in 2020

7th November 2019 - Ticketmaster to fund ticketing technology upgrade for NRL’s Sea Eagles

2nd November 2019 - Marvel Stadium reveals 2020 season AFL calendar

30th July 2019 - Ticketmaster to introduce new anti-ticket scalping technology in Australia

28th June 2019 - Ticketmaster sells North Queensland Stadium’s first ever tickets

6th June 2019 - Marvel Stadium becomes first Australian venue awarded Global Venue of the Year

2nd May 2019 - Quayclean prepares for AFL triple header at Melbourne’s Marvel Stadium

24th May 2018 - Disney secures naming rights at Melbourne’s Etihad Stadium

4th April 2017 - Ticketmaster unveils new technology to enhance fans’ ticket buying experience

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