Following a worldwide tender, the IAAF is delighted to announce a new alliance with Ticketmaster, a Live Nation Entertainment company, who will provide ticketing services for the international governing body of athletics’ portfolio of global events beginning 2019 until 2021.
Ticketmaster will provide access to their consolidated ticketing platform to local organising committees, who can leverage the value-added services to sell tickets and drive revenue for their events.
Having one ticketing service partner will significantly simplify the ticketing process for the IAAF and its event organisers, ensuring a consistent experience for athletics fans no matter what part of the world they live in. This is particularly useful to organising committees of IAAF events as they can access a global network of fans rather than building fan bases from scratch for each event. Fans can save their profiles and preferences on the platform and receive information about all athletics events within the series.
IAAF Chief Executive Officer, Olivier Gers, commented: “Finding new solutions that help our local organising committees access our global fan base and that help our fans access events more efficiently is key to creating long-term relationships between fans, athletes and athletics. Ticketmaster will help us build a global picture of athletics fans giving a better understanding of who is following our sport, where they are from and what aspects of the sport they are most interested. This will keep fans connected to the events and athletes they love.”
Adam Newsam, Managing Director, Ticketmaster Sport commented: “The IAAF’s ticketing strategy has both fans and local organising committees at its core. Collaborating with the IAAF on an international scale will help grow athletics as we streamline the experience for local organising committees and fans.”