US Soccer and Ticketmaster expand partnership

Soccer body to deploy analytical ticketing tools for national team fixtures.

by Joe Levy

US Soccer and Ticketmaster expand partnership

The United States Soccer Federation (USSF), the sport’s national governing body, has sealed a multi-year extension with its official ticketing partner Ticketmaster.

Ticketmaster, which is owned by Live Nation, will continue to provide primary and secondary ticketing services for the US men’s and women’s national teams.

As part of the extension, Ticketmaster will roll out its new identity-based ticketing platform, Presence, which is set to be installed in more than 500 venues by the end of 2019.

The technology allows analytics teams to track the ticket’s chain of ownership and whether the ticket was actually used or not, as well as fan preferences and purchasing behaviours whilst inside stadia.

US Soccer’s chief commercial officer, Jay Berhalter, said: “The innovative mobile ticketing delivery process used by Ticketmaster is an intuitive solution that provides our fans with the flexibility to access tickets on their smartphone for a simple, smooth and hassle-free experience at our games.”

Ticketmaster president, Jared Smith, added: “Through identity-based ticketing and our suite of analytics tools, US Soccer will be better equipped to reach more fans than ever before in much more targeted and tailored ways.”

The USWNT head to France this summer as they look to defend their World Cup title from 2015 whilst the USMNT will play in the Concacaf Gold Cup, starting with a fixture against Guyana in Minnesota.