Ticketmaster Sport has renewed its partnership with Olympiacos FC, one of Greece’s most iconic football clubs, for another three years. The partnership, which has transformed the fan experience at the home of the Super League champions in recent seasons, reflects the growing global footprint of Ticketmaster Sport as it continues to innovate and elevate the live sports industry.
We sat down with Panagiotis Badounas, Ticketing & Venue Director at Olympiacos FC, to discuss the club’s continued growth, the role Ticketmaster has played in their transformation, and what lies ahead as they look to make their mark in the UEFA Champions League next season.
A Partnership Built on Innovation and Trust
Q: Panagiotis, can you take us back to the beginning of your partnership with Ticketmaster? What made Olympiacos decide to go with Ticketmaster as their ticketing partner?
Our decision to partner with Ticketmaster was driven by a need for a reliable, future-ready ticketing solution that could support our operational needs and fan-centric vision. We have big plans at Olympiacos and we knew Ticketmaster Sport could deliver on it. Ticketmaster’s technology and commitment to innovation aligned with Olympiacos’ ambitions to enhance the overall matchday experience and streamline ticketing operations.
Q: The renewal of the contract for another three years is a significant milestone. What does this renewal mean for Olympiacos, both in terms of operations and fan engagement?
Renewing the deal is a big deal for us – it shows how much we’ve achieved together and how confident we are in the road ahead. From improving how fans get their tickets to using data to really understand what they want, Ticketmaster helps us deliver a better experience. We’re excited to keep pushing things forward.
A Journey of Transformation
Q: Looking back, what has been the most notable transformation in Olympiacos’ ticketing and fan experience since partnering with Ticketmaster?
The shift to digital-first ticketing has been the most transformative. We’ve moved away from traditional methods to a fully integrated system that supports mobile ticketing. The real-time analytics is helping us to deliver a much more seamless and flexible fan experience. The biggest change has definitely been going digital. We’ve gone from paper tickets and manual processes to a super smooth, mostly mobile experience. It’s faster, more secure, and way easier for fans, and for us behind the scenes too.
Q: How have Olympiacos fans responded to these changes? Have you seen any measurable benefits, such as increased engagement or sales?
Fans have really embraced the changes, especially mobile tickets and easier access to games. We’ve seen more people using digital platforms, fewer issues at the gates, and honestly, they seem happier with the whole process. It’s also helped boost sales and renewals.
The International Appeal: Expanding Horizons
Q: With Olympiacos’ exciting return to the UEFA Champions League phase, how does the partnership with Ticketmaster help the club manage the increased demand for tickets?
Champions League games bring huge demand, and with Ticketmaster, we can handle that without the chaos. Their system can deal with the rush, keeps everything fair, and makes sure fans can actually get tickets without things crashing or slowing down. With a return to the group stages next season, it was important to extend our partnership.
Q: How does this growth complement Olympiacos’ ambitions, both locally and internationally?
As we grow, having a partner like Ticketmaster helps us deliver a consistent and professional ticketing experience across all levels. This strengthens our brand, supports our global strategy, and ensures our fans get the best possible service. With our upcoming stadium expansion plans, it’s more important than ever to have a reliable and innovative ticketing partner by our side. This is a winning partnership, and one that’s built for the future.
Looking to the Future
Q: How do you see the relationship between Olympiacos and Ticketmaster evolving over time?
We see this as a long-term strategic partnership. Our shared vision for innovation and fan-centricity means we’ll continue to explore new technologies and engagement tools together. Whether it’s AI, advanced personalisation, or international expansion, the journey ahead is full of opportunity. We’re in this for the long haul. We both want to keep improving, testing new ideas, and finding smarter ways to connect with fans. There’s a lot more we can do together, whether it’s new tech, better data use, or reaching fans around the world.
Dimitris Petropoulos, Senior Business Development Director at Ticketmaster, added: “Olympiacos is not only one of the most recognised football clubs in Greece, but a club with growing international ambitions – and that matches perfectly with Ticketmaster’s global mindset. This renewal is a testament to the trust and mutual commitment between our teams, and we’re excited to support Olympiacos FC as they take the next step, both on and off the pitch.”
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