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Premiership Rugby brings in Ticketmaster for digital ticketing solutions

Pair to create one-stop shop for English rugby union’s top flight ticketing.

29 November 2021 Ed Dixon

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  • Ticketmaster Sport named official ticketing partner in five-year deal
  • Company to deliver ticketing technology and marketing solutions
  • New platform will launch in December to sell tickets for 2022’s Premiership final

Premiership Rugby has announced a long-term partnership with Ticketmaster Sport, which will see the company deliver ticketing technology and marketing solutions for English rugby union’s top flight over the next five years.

The agreement will see the pair create a one-stop shop for fans to buy tickets for the top tier Premiership. Ticketmaster will provide its various solutions designed to ensure frictionless digital ticketing, while also streamlining the experience across the league to deliver a ‘reliable, consistent journey’ from sale to seat for every game.

Premiership Rugby also hopes to leverage Ticketmaster’s presence within wider sport to introduce rugby to a broader audience.

The new platform will be launched in December to sell tickets for next year’s Premiership final showpiece, and in due course will offer matches from across the league.

In addition, Ticketmaster will support Premiership Rugby to develop bespoke marketing campaigns to drive reach, engagement and find new fans.

“This partnership enables Premiership Rugby to leverage the expertise of the global market leader in live event ticketing products and services,” said Mark Brittain, chief commercial officer, Premiership Rugby.

“It will make it easy for fans to enjoy what we believe is the greatest domestic rugby tournament in the world. With Ticketmaster’s unmatched reach and marketing support, we will work together on our vision to grow the game in the UK and attract more fans to the sport.”

He added: “Creating easier access to our matches for current and new fans is one of our key priorities so this innovation will help grow the game. We also have significant interest from overseas supporters in our matches, so this new service will ensure fans in any time zone can buy tickets for Gallagher Premiership Rugby.”

Chris Gratton, Ticketmaster Sport’s chief operating officer, added: “Our bespoke solutions, designed specifically for sport will elevate the ticket discovery and buying experience league-wide, providing a superior service for every single Premiership Rugby fan in the country. Our heritage in rugby is extremely important to us and we are delighted to be part of this exciting journey, uniting all corners of rugby to grow the sport.”

The deal expands Ticketmaster’s presence in the UK rugby market, where it has partnerships with the Rugby Football Union (RFU), Welsh Rugby Union (WRU) and Scottish Rugby Union (SRU). In Ireland, the company partners with the Irish Rugby Football Union (IRFU), as well as the United Rugby Championship’s (URC) Leinster Rugby, Munster Rugby and Ulster Rugby.

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