Ticketmaster and Marvel Stadium extend long-term partnership
Ticketmaster Australia has renewed its long-term partnership with Melbourne’s Marvel Stadium, extending the relationship beyond three decades.
The Ticketmaster platform will be used to help fans return to AFL games at the Docklands venue, with digital ticketing to be available, along with the SmartQueue platform, entry rate monitoring, contactless entry and waiting list options.
Focusing on making the event-going experience easier for fans, Ticketmaster’s new digital ticketing system means fans can buy, access and forward tickets in the easiest and safest way possible, all while meeting the safety requirements put in place by the Victorian Government.
These capabilities demonstrate Ticketmaster’s ability to innovate rapidly, and the company’s foundation of digital ticketing enables the rollout of future upgrades and innovations regularly.
AFL’s general manager of customer and commercial said, “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 has had an ongoing 15-year partnership with the AFL and clubs. Despite the Covid-affected season, over one million memberships were sold for the 2021 season.
Maria O’Connor, Ticketmaster Australia and New Zealand chairman, said: “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 AFL-owned venue removed all transaction fees for tickets purchased to sports events at Marvel Stadium in conjunction with Ticketmaster, announced in February last year and will remain beyond 2021.
AFL chief executive Gillon McLachlan said, “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.”
With work soon to commence on the $225 million redevelopment of Marvel Stadium, the venue will continue to host major events, including five Melbourne Renegades BBL games during the upcoming 2021/22 season.
Ticketmaster is the official ticket agent for a number of AFL venues, including the hosts of the past two Grand Final’s – Optus Stadium and the Gabba, as well as GMHBA Stadium, UTAS Stadium and Mars Stadium. It’s also the official agent for the Australian Open tennis and the preferred ticket agent of Austadiums.