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ID&T joins forces with Superstruct Entertainment

Dutch promoter ID&T has signed a partnership agreement with leading live organisation Superstruct Entertainment.

According to today’s announcement, the deal has helped steer ID&T into “a safe haven” after a tough year and a half that saw the company take out a number of loans, slash its workforce, and cancel its festivals.

“By creating this financially sound situation, we have secured the employment of our 100+ employees and are able to move forward with our suppliers who are also struggling at this time,” says Ritty van Straalen, CEO of the ID&T Group.

Financial terms of the partnership have not been disclosed but it has been revealed that the founders and senior management of the ID&T Group have become shareholders in Superstruct.

Providence Equity-backed Superstruct produces a number of major festivals across Europe including Sziget, Elrow, Parookaville, Wacken Open Air, Boardmasters, Sonar and the Dutch festival Zwarte Cross – the company’s first acquisition since the onset of the pandemic in March 2020.

ID&T’s portfolio includes Mysteryland, Defqon.1, Awakenings, and Milkshake – all of which have been cancelled two years in a row due to restrictions.

It is also the parent company of organisations such as Q-dance, ID&T Events, B2S, Monumental (Awakenings), Art of Dance, Platinum Agency, and Headliner Entertainment.

“ID&T is a significant milestone for Superstruct and reflects our deep conviction in the value of experience-focused festivals”

James Barton, chairman of Superstruct Entertainment: “We are very excited to join forces with ID&T, a business that I have long admired. Our partnership with ID&T is a very significant milestone for Superstruct and reflects our deep conviction in the value of experience-focused live music festivals and our excitement about the significant joint growth opportunities that lie ahead as live events return.”

The companies say the deal will provide great opportunities in sharing knowledge and creating synergies between the companies to further improve the fan experience at their festivals.

Ritty van Straalen, CEO of the ID&T Group adds: “ID&T will celebrate its 30th anniversary in 2022. This partnership is an important strategic step in the development of our company, which we already embarked upon in 2019, pre-covid, and was ultimately delayed by 1.5 years.

“The past 19 months have been very tough for us and the entire event industry, but we are excited to see that Superstruct has been able to look through the current environment, recognising the combined potential of these two world-class companies.

“The international live events industry is increasingly consolidating and Superstruct has developed itself into a high quality, market-leading powerhouse in our industry. We are happy to be part of such an experienced group and strongly believe we can reinforce each other in many ways.”

 


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StubHub inks deal with Vox Media

New-media start-up Vox Media – the fast-growing, private equity-backed publisher of websites such as SB Nation, The Verge, Vox and Polygon – has named StubHub its ‘official ticketing partner’ in a deal that sees StubHub event listings integrated into two of its most popular sites.

Readers of sports news site SB Nation and food guide Eater are now able to buy tickets to sporting and food events, respectively: On SB Nation an interactive StubHub widget is be integrated into “more than 300 individual team sites and schedule pages, giving sports fans direct access to their favourite events”, while the new-look Eater “highlights one StubHub venue in each of its 22 featured cities, showcasing upcoming events at that venue and highlighting the best places to eat and drink in the surrounding area”.

The deal will also extend to Vox’s Concert audience data marketplace, which StubHub will utilise to geotarget users and recommend nearby shows and sports matches.

“StubHub believes in connecting people to inspiring event experiences and Vox Media was a natural fit for us: audiences on SB Nation and Eater are already engaged with experience-driven content, like tomorrow’s football game or tonight’s dinner reservation,” says David Pierotti, StubHub’s head of media and distribution. “By integrating StubHub into that content as the official ticketing partner of Vox Media, we’re giving consumers new options to enhance their love for sports and other events and making it easy for them to explore relevant experiences.”

“Now, the millions of people who visit SB Nation and Eater each month have easy access to live events while they’re looking at sports scores or researching restaurants in their city”

Mike Hadgis, vice-president of brand partnerships and revenue at Vox Media, adds: “Vox Media is constantly looking for new ways to elevate our brand partnerships and create custom integrations that align with our audiences’ interests. We worked with StubHub to seamlessly integrate their brand across SB Nation and Eater, adding value for our audiences.

“Now, the millions of people who visit SB Nation and Eater each month have easy access to live events while they’re looking at sports scores or researching restaurants in their city.”

In August broadcast giant NBC Universal invested US$200 million Vox Media, which it valued at more than $1 billion.

 


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