The National Football League (NFL) has agreed a multi-year extension of its longstanding partnership with Ticketmaster.
As part of the new agreement - which will be activated in the 2018/19 season - the ticket sales and distribution platform will provide the league with the first open architecture, fully digital ticketing system in sports.
The company will integrate Presence, its next generation venue software, which will allow NFL teams to gain real-time insights about where tickets are traded and who is attending each game. The system will also validate tickets listed on other NFL-licensed marketplaces to reduce the risk of fraud and create a safer environment for fans to buy tickets.
Ticketmaster will retain its title as the preferred primary ticketing partner for the NFL, and will continue to power the league’s resale marketplace, the NFL Ticket Exchange, which will be migrated and integrated into the new system, which will also be used for concerts and other events staged at NFL stadiums.
Brian Lafemina, senior vice president of club business development for the NFL, said: “The proven strength of Ticketmaster's ticketing platform leadership and their ability to deploy consumer-friendly technology to NFL fans at scale is what drove our selection of them as our strategic partner.
“We look forward to implementing this new model, which will set the standard of what next generation ticketing can provide with a better fan experience, visibility and customer insights that content holders like the NFL and our clubs are looking for.”
“Ticketmaster Presence will help create smart venues and give fans easier, safer ways to attend events,” added Jared Smith, president of Ticketmaster North America. “Delivering the definitive digital ticketing system provides content holders like the NFL powerful new tools to service their fans.”