Sports Technology

Ticketmaster has expanded its global sporting portfolio after partnering with world athletics governing body, the IAAF.

Following a worldwide tender, the agreement will see Ticketmaster provide ticketing services for the IAAF’s portfolio of global events from 2019 to 2021.

The Live Nation-owned ticketing giant will provide access to its ticketing platform to local organising committees, who can leverage the services to sell tickets and drive revenue for their events.

Having one ticketing service partner will significantly simplify the ticketing process for the IAAF and its event organisers, ensuring a consistent experience for athletics fans no matter what part of the world they live in. This is particularly useful to organising committees of IAAF events as they can access a global network of fans rather than building fan bases from scratch for each event. Fans can save their profiles and preferences on the platform and receive information about all athletics events within the series.

Announcing the partnership, IAAF Chief Executive, Olivier Gers explained “finding new solutions that help our local organising committees access our global fan base and that help our fans access events more efficiently is key to creating long-term relationships between fans, athletes and athletics.

“Ticketmaster will help us build a global picture of athletics fans giving a better understanding of who is following our sport, where they are from and what aspects of the sport they are most interested. This will keep fans connected to the events and athletes they love.”

Adam Newsam, Managing Director for Ticketmaster Sport added “the IAAF’s ticketing strategy has both fans and local organising committees at its core. Collaborating with the IAAF on an international scale will help grow athletics as we streamline the experience for local organising committees and fans.”

IAAF events between 2019 and 2021 include the World Cross Country Championships, World Championships in Athletics, World Relays, World Indoor Championships, and the World Race Walking Cup.

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