SMG Europe's UK venues have signed an agreement to once again make Ticketmaster their official ticketing partner from later this month.
SMG's portfolio of arenas and theatres includes Manchester Arena, Leeds First Direct Arena and the new Hull Venue. The first venue to transfer over will be York Barbican in May, with others to follow by the end of the summer.
Through the partnership, which was originally announced in late 2016, SMG will get access to Ticketmaster’s technology solutions, unrivalled marketing reach and distribution channels, and targeted customer insights. One of the biggest upgrades for fans will be the ability to download etickets to their mobile devices.
John Sharkey, EVP of European Operations for SMG Europe, said: “As the largest operator of sports and entertainment venues in the UK and Europe, SMG Europe requires the best in ticketing services. Ticketmaster’s world class, industry-leading technology solutions, unrivalled marketing reach and distribution channels, and customer insight are a true match for the worldwide leader.”
Andrew Parsons, MD of Ticketmaster UK, added: “Ticketmaster is thrilled to welcome SMG back on board. SMG operates some of the best venues in the world. By partnering with Ticketmaster, they will gain access to our industry-leading products to sell more tickets, more effectively. From Paperless, to restrict resale, to easy-to-use digital ticketing, we will be working closely with SMG to ensure the best possible experience for fans when attending events.”
SMG's previous ticketing deal was with Eventim UK.
Later this year SMG Europe will open th 3,500-capacity Hull Venue followed the year after by a new AECC (Aberdeen Exhibition & Conference Centre), which will open at a new location in the city offering greater capacities and improved transport links.
Meanwhile, Manchester Arena will remain closed on the day of the first anniversary of the Manchester attack out of respect for the victims and their families.