Venue operator SMG Europe is to partner with Ticketmaster at the expiry of its current ticketing contract.
The business-driven move is expected to take place by summer 2018 and follows on from the collaborative success achieved on the Bristol Arena venture, as well as other projects across Europe.
SMG, which operates venues including Manchester Arena, First Direct Arena Leeds and Metro Radio Arena Newcastle, along with a number of theatres and smaller venues, has partnered with Eventim UK on ticketing since 2013.
John Sharkey, EVP of European operations for SMG Europe, said: “I am delighted that the successes in project collaboration will be widened into an enlarged relationship with Ticketmaster as a strategic ticketing partner in due course.”
As part of the partnership, SMG Europe will also appoint one of Ticketmaster’s resale platforms as its official resale marketplace, ensuring fans are able to buy and sell unwanted tickets safely and securely. Ticketmaster will utilise its technology to verify tickets listed on its platform, and when sold, reissue in the buyer's name, guaranteeing the seat fans buy, is the seat they get.
Andrew Parsons, MD of Ticketmaster UK, added: “SMG Europe and Ticketmaster share the same ambitions: understand our audience; provide a premium service to promoters; sell tickets fast, and ultimately get more tickets into the hands of fans. As such, we are thrilled to announce what will no doubt be a fruitful and enjoyable partnership. Our experienced team look forward to providing Ticketmaster’s best-in-class services to SMG venues across the UK yet again.”
SMG's European head office operates out of Manchester Arena, while the Ticketmaster contact centre team is based nearby in Manchester’s Northern Quarter.