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Sheeran sales fill European promoters with optimism

Promoters involved with Sheeran's recently announced + – = ÷ x stadium tour say that fan demand is a strong indicator of recovery

By IQ on 28 Sep 2021

Ed Sheeran's + – = ÷ x stadium tour went on sale last Saturday

Ed Sheeran's + – = ÷ x stadium tour went on sale last Saturday


image © Ed Sheeran (@teddysphotos)/Instagram

Ed Sheeran’s recently announced ‘blockbuster’ tour has filled promoters with optimism about the industry’s post-pandemic recovery.

Tickets for the first leg of Sheeran’s + – = ÷ x (‘mathematics’) stadium tour went on sale last Saturday (25 September), with extra dates added due to demand.

The tour, which kicks off in April next year, will see Sheeran play shows across the UK, Ireland, Central Europe and Scandinavia.

The UK leg, which now includes five dates at London’s Wembley Stadium (cap. 90,000), will be largely be staged by Kilimanjaro and FKP Scorpio – both of which say that the demand is a positive sign for the industry’s recovery.

“We’re absolutely delighted with the ticket sales we’ve done on next year’s tour; so much so that we’ve been able to add extra shows everywhere including fourth and fifth nights at London’s Wembley Stadium,” Kilimanjaro’s Steve Tilley tells IQ.

“I know I speak on behalf of both Kilimanjaro and FKP when I say that we’re over the moon to see the strength of the market especially coming out of what’s been a terrible 18 months for the live music industry and associated ecosystem.’’

“This should provide us all with optimism that our industry can recover and even become bigger than ever”

FKP Scorpio UK’s managing director and longtime Sheeran co-promoter, Daniel Ealam, tells IQ: “We are so pleased with the sales on these shows. It not only proves the magnetism of Ed after the incredible success of the [previous] Divide Tour but also shows that blockbuster tours can still sell huge numbers, as we begin to come through the pandemic. This should provide us all with optimism that our industry can recover and even become bigger than ever.”

FKP Scorpio CEO Folkert Koopmans told Germany’s Musik Woche that he was “very satisfied” with ticket sales for ‘+ – = ÷ x’ so far.

According to Musik Woche, a few hours after the start of advance sales, FKP Scorpio had already sold more than a million tickets for the 31 European concerts it is involved with. German shows in Munich, Gelsenkirchen and Frankfurt account for 200,000 of the total.

“We are very satisfied with this result so shortly after the start of advance sales – and more than nine months before the first concert,” Koopmans told the publication.

“Of course, the expectations of a mega-star like EdSheeran are high, but especially with a view to Covid and the resulting uncertainty among concert-goers, more than a million tickets sold within a very short time are a great result and an expression of the unbridled lust of people to finally experience live music again. ”

Sheeran’s agent, Jon Ollier from One Finiix Live, told IQ that dates in Asia, Australia, America and other territories will be announced “as things roll out”. Read the full interview with Ollier here.


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