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Ticketmaster and the Geelong Cats launch a season of exclusive digital collectibles

Ticketmaster and the Geelong Cats launch a season of exclusive digital collectibles
May 2, 2023

In a collaboration with the AFL’s Geelong Football Club, Ticketmaster has announced the launch of a ground breaking new collection of digital collectibles, backed by NFT (non-fungible token) technology.

Launched at Geelong’s GMHBA Stadium on Round 6 of the 2023 AFL season on 22nd April, the Cats

Geelong will release one unique and exclusive Digital Collectible Guernsey per home game, releasing nine in total across the season.

Each Digital Collectible Guernsey will be released around the opponent and fixture, with the first release reflecting the Geelong’s ANZAC Appeal Round Guernsey against the Sydney Swans.

The first digital collectible collection of its kind to be released by any AFL team in the 2023 season, the Digital Collectible Guernsey released on 22nd April was exclusive to Geelong Cats Member, developed as a reward for attending members.

Introducing the initiative, Bianca Wallis, General Manager - Marketing, Digital and Communications at Geelong Football Club, commented “at Geelong, we are constantly looking for ways to add value to our membership offerings and provide members with a unique keepsake to thank them for their support.

“These digital collectables will give our members the opportunity to collect a range of our AFL guernseys in the digital world. It’s been a great project to collaborate with Ticketmaster on as we look at new and innovative ways to acknowledge and thank our members.”

Ticketmaster Australia Managing Director, Gavin Taylor added “we’re always looking for ways that we can help to engage fans, connect them to the action on game day and now provide a special piece of memorabilia to remember the match. This impressive digital collectible collection is a market-leading innovation adopted by Geelong Football Club to deliver exclusive benefits to their members.

“The Geelong Football Club is one of the oldest and most successful clubs, with a passionate group of members that spans generations. Now those members who attend the remaining home games will have digital keepsakes of the amazing games they attended in 2023.”

Those members who scan into GMHBA stadium on gameday will be able to access their digital collectible guernsey through the one-of-a-kind Ticketmaster digital collectible marketplace. The Ticketmaster marketplace is a simple and easy way for fans to access digital collectibles, all through their Ticketmaster account, with no third parties involved.

Ticketmaster's Gavin Taylor writes on ticketing’s digital future in the upcoming issue 156 of Australasian Leisure Management.

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14th March 2023 - Material defects to delay redevelopment of Geelong’s GMHBA Stadium

29th October 2022 - Geelong’s Kardinia Park to host closing ceremony for 2026 Commonwealth Games

31st August 2022 - Local AFL competition finals clash with coming Geelong vs Collingwood fixture

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19th June 2022 - Queensland Rugby League introduces its first digital NFT offering

11th April 2022 - Ticketmaster agrees Victoria Racing Club ticketing partnership

17th February 2022 - Ticketmaster and Snapchat offer consumers new way to discover upcoming live entertainment events

10th February 2022 - Ticketmaster and Redeam partner to offer tourists the chance to purchase live event tickets as they book trips

2nd January 2022 - Looking at the potential of sports NFTs

1st December 2021 - Ticketmaster and Moshtix announce joint ticketing partnership with Big Top at Luna Park Sydney

20th October 2021 - Jim Kotsonis named Regional Vice President at Ticketmaster Asia Pacific

5th October 2021 - Ticketmaster commissions two-part film series promoting Australia’s path to the return of live events

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

1st October 2021 - Ticketmaster technology helps deliver successful AFL finals series

6th July 2021 - Steve Hocking moves from AFL House to become Geelong Cats Chief Executive

17th June 2021 - ASM Global and Ticketmaster expand international strategic partnership

13th August 2021 - Builder appointed to undertake fifth stage expansion of Geelong’s GMHBA Stadium

9th November 2020 - Victorian Government announces funding for completion of Geelong’s GMHBA Stadium as a 40,000 seat venue


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