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Ticketmaster lands Mercedes-Benz Stadium deal

Ticketmaster has agreed an exclusive, multi-year deal to be the official ticketing partner for the NFL’s Atlanta Falcons, MLS’s Atlanta United, and other events at the new Mercedes-Benz Stadium in Atlanta, Georgia.

AMB Sports & Entertainment (AMBS&E) will use Ticketmaster to list tickets and provide fans with an official resale marketplace to buy and sell verified tickets in a safe environment.

Ticketmaster’s marketing scale and extensive list of distribution partners will be leveraged to identify new fans and maximise incremental ticket sales.

Tim Zulawski, chief commercial officer, AMBS&E, said:

We selected Ticketmaster because of their longstanding, proven track record in the ticket industry. 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.

AMBS&E’s access to key marketing and performance data through Ticketmaster’s platform was an important factor in the partnership.

The use of Ticketmaster’s data enhancing service, LiveAnalytics, will also help to better understand and strengthen engagement with season ticket members and single-game fans.

Ticketmaster’s most advanced technologies are being integrated into the world-class Mercedes-Benz Stadium to help create a more personalised in-venue experience for fans as the venue gears up to become the official home to both teams and host other major sports and entertainment events, including the NCAA Men’s Final Four in 2020.

Mercedes-Benz Stadium will seat 71,000 and will open in late August with two NFL pre-season games with the Atlanta Falcons vs. Arizona on Saturday, August 26, and vs. Jacksonville on Thursday, August 31.

The August 26 game will be the first public event in Mercedes-Benz Stadium, powered by Ticketmaster.

Atlanta United will play their inaugural game in Mercedes-Benz Stadium on Sunday, September 10 against FC Dallas, the first-ever regular season sporting event held at the stadium.