The latest industry news to your inbox.


I'd like to hear about marketing opportunities


I accept IQ Magazine's Terms and Conditions and Privacy Policy


SMG’s UK venues go digital with Ticketmaster

Ticketmaster rolls out digital ticketing across all SMG Europe venues in the UK, including the Manchester Arena and the First Direct Arena in Leeds

By Anna Grace on 31 May 2019

Manchester Arena celebrates 25th year with virtual show

SMG Europe's Manchester Arena

image © SMG Europe

Ticketmaster is introducing digital ticketing technology across all SMG Europe-operated venues in the UK, beginning with the 21,000-capacity Manchester Arena.

Fans attending events at SMG Europe venues will be able to receive tickets directly to their phones, send tickets securely to friends and use Ticketmaster’s fan-to-fan marketplace to re-sell tickets to fellow concertgoers.

Ticketmaster has also introduced tickets with moving barcodes to prevent to use of screenshots for counterfeiting tickets.

SMG Europe, the European subsidiary of leading venue operator SMG, runs 11 venues across the UK, including the First Direct Arena in Leeds (13,500-cap.), the Aberdeen Exhibition and Conference Centre in Scotland (8,500-cap.) and Newcastle’s Utilita Arena (11,00-cap.)

Digital tickets will be immediately available for all upcoming events at the Manchester Arena, including shows from Westlife, Carrie Underwood, Kiss, Boyzone, Cher and Christina Aguilera.

The digital ticketing technology will roll out across the remaining venues in due course.

“We are committed to bringing the benefits of digital tickets to fans across the country”

“We know fans want the buying and using of tickets to be as simple, straightforward and safe as possible, which is why we are excited to begin rolling out digital tickets at our flagship venue, the Manchester Arena,” says John Sharkey, executive vice president of European operations at SMG.

“Being able to partner with Ticketmaster to do this also helps to give fans the peace of mind that while they can now receive their tickets straight to their mobile, it is being powered by a ticket agent they know and trust,” adds Sharkey.

Ticketmaster UK’s managing director Andrew Parsons comments: “We are committed to bringing the benefits of digital tickets to fans across the country. Partnering with SMG Europe to introduce this technology across their entire UK estate is a major step in that journey.”

Ticketmaster is expanding its digital ticketing offering worldwide, recently introducing the technology to Marriner Group-operated Forum Melbourne, making it the first fully digital venue in Australia.

SMG Europe has used Ticketmaster as its official ticketing partner since 2016.


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Comments are closed.