UPDATE: In a game-changing move for live events in Australia, Ticketmaster has secured a $100 million ticketing contract with Venues NSW, effective from November 1, 2023. This deal will transform how fans purchase tickets for major venues, including the iconic Sydney Cricket Ground and the newly revamped Allianz Stadium.
This new agreement marks a significant shift in the competitive landscape of event ticketing in New South Wales, as Ticketmaster replaces Ticketek as the primary ticketing service for seven state-owned stadiums. Not only will this enhance the ticket-buying experience for the 3 million fans who attend these venues annually, but it also paves the way for an increase in the number of concerts hosted at the SCG, rising from just four to 20 concerts per year.
The seven-year contract, which is the largest Ticketmaster has secured in its 30-year history in Australia, was confirmed after intense competition with Ticketek and AXS. Ticketmaster’s advanced technology promises fans an easier ticket resale process and a real-time queueing system for high-demand events.
Gavin Taylor, local managing director of Ticketmaster, emphasized that this contract is a testament to the competitive nature of Australia’s ticketing market. “The venues and their hirers are very aware that you can’t just hope people will keep paying more,” he stated. “They look for the right balance to keep events as accessible as possible.”
The deal’s significance extends beyond ticketing logistics. With Ticketmaster owned by Live Nation, the world’s largest promoter of live events, the partnership is expected to attract more high-profile acts capable of filling seats at these venues. However, there remains a potential legal hurdle as the U.S. Justice Department scrutinizes Live Nation’s market power, alleging it has abused its dominance.
Despite these challenges, Taylor reassured fans that stronger consumer protection laws in Australia mean ticket resale issues are less contentious compared to other markets. Here, it is illegal to resell tickets for more than 110 percent of their original price, ensuring fairness for concert-goers.
This development is not just about numbers; it signifies a pivotal moment for music lovers in Australia. With greater access to live entertainment, fans can look forward to a vibrant lineup of concerts and events, transforming the landscape of live performances in the state.
As the transition to Ticketmaster takes shape, fans and venue operators alike will be watching closely to see how this new era of ticketing unfolds. The focus will be on delivering an exceptional experience while addressing the needs of concert-goers.
Stay tuned for further updates as this story develops, and get ready to secure your tickets for an exciting array of events coming to New South Wales.
