Ticketmaster for new Atlanta stadium

Ticketmaster has been named the exclusive ticketing partner of the Mercedes-Benz Stadium in Atlanta, Georgia, set to open in late August.

The multi-year agreement with the stadium’s operator, AMB Sports & Entertainment (AMBS&E), sees Ticketmaster becoming the official ticketer for American football team Atlanta Falcons, football team Atlanta United and other live events, including concerts, at the 71,000-cap.venue.

AMBS&E will also leverage Ticketmaster’s marketing and distribution reach to establish an ticket resale platform on which fans can “buy and sell verified tickets in a safe environment”, reads a statement from the company.

“We selected Ticketmaster because of their longstanding, proven track record in the ticket industry,” says Tim Zulawski, AMBS&E’s chief commercial officer. “They are making significant investments into both their consumer and venue platforms, improving the overall experience as well as enabling the organisation to reach and protect our fans more effectively through a robust secondary marketplace.”

“We are thrilled to be a part of Atlanta’s history in the making”

Key to the securing the deal, says Ticketmaster, was offering AMBS&E access to marketing and performance data via the Ticketmaster platform, including via its Live Analytics data-enhancing service and other “advanced technologies” it says will “help create a more personalised in-venue experienced for fans”.

“Mercedes-Benz Stadium will be one of the most advanced sports and entertainment venues in the world, and is providing a dynamic step forward for major stadiums,” Jared Smith, president of Ticketmaster North America, adds. “We are thrilled to be a part of Atlanta’s history in the making and proud that Ticketmaster’s technology will help the Atlanta Falcons and Atlanta United better understand and connect with their fans.”

Mercedes-Benz Stadium will open on 26 August, with Atlanta United playing the first league game in the stadium, against FC Dallas, on 10 September. It is intended to replace the George Dome, which is due to be demolished.

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