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Tottenham move first on Ticketmaster’s 3D Virtual Venue technology

Club signs ‘long-term’ renewal with ticketing innovation supplier.

20 January 2022 Tom Bassam
Tottenham Hotspur have added Ticketmaster's 3D Virtual Venue technology to their ticketing platform

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  • 3D Virtual Venue platform offers users 360-degree views and sightlines when buying tickets
  • Ticketmaster upgrade to go live for Tottenham fans on 26th January

Top-flight English soccer club Tottenham Hotspur have added 3D Virtual Venue technology to their ticketing platform as part of a long-term renewal of their deal with Ticketmaster.

The Ticketmaster platform will allow fans to digitally preview 360-degree views and sightlines when buying tickets for the Tottenham Hotspur Stadium. The technology also allows users to compare sections and check time-of-day viewpoints in real-time when selecting their match seats.

The 3D platform – offered via both mobile and desktop operating systems – will be fully operational from 26th January.

Spurs have previously utilised virtual 3D technology for previewing premium areas and selecting season ticket seats ahead of the stadium opening in 2019.

Ian Murphy, Tottenham’s head of ticketing and membership, said: “We’re proud to be the first club in the UK to introduce Ticketmaster’s latest innovation, 3D Virtual Venue, as we continue to explore ways of taking our fan experience to the next level.

“With such a wide range of seating options on offer at our stadium, including licensed safe standing and premium areas, this cutting-edge technology will give fans the best possible insight into what their matchday experience will be like before making their selection.”

Chris Gratton, chief operating officer for Ticketmaster Sport, said: “Every fan is different, and so is their definition of the ‘best seat in the house’ – so, why not give them the technology to view, compare and select themselves?

“Our team is constantly working to elevate the fan experience and Virtual Venue will fundamentally transform how fans buy a ticket, while enhancing conversion and setting a new gold standard for clubs and venues across the industry.”

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