Tottenham In ‘first Of Its Kind’ Deal With Ticketmaster

Tottenham Hotspur has announced the renewal of an exclusive long-term partnership with Ticketmaster Sport, which will become the club’s Official Ticketing Innovation Supplier.

In what the club says is a first of its kind deal, the Premier League side will collaborate with the global ticketing business on a co-innovation partnership to drive technological ticketing advancements for the sport industry. 

The pair have already worked together to incorporate a fully-digital ‘ticketing journey’ for fans at the Tottenham Hotspur Stadium. According to the club, which held two matches in front of a limited number of spectators when London entered Tier Two restrictions for a short period, some 4,000 were able to enter and leave the ground using only their mobile devices thanks to the partnership. 

As part of the partnership, the pair have designed a new system to help protect supporters’ health, safety and security by reducing physical contact and verifying who is inside the stadium on match days. 

“We are excited to extend our long-term partnership with Ticketmaster Sport,” said Ian Murphy, Head of Ticketing, Tottenham Hotspur.

“Over a number of years, Ticketmaster Sport has assisted us in successfully delivering on a number of core projects, including the ticketing operations required throughout our transition from White Hart Lane to our new stadium, via Wembley.

“This new agreement will see us look to take the traditional ticketing model to a new level as we strive to deliver the best experience for our supporters and utilise cutting-edge technology for all visitors to Tottenham Hotspur Stadium.”

Adam Newsam, Chairman of Ticketmaster Sport, said: “Having partnered with Tottenham Hotspur since 2006, we’re thrilled that our successful relationship continues to grow. By combining our collective experience, time and resources into this co-innovation partnership, we aim to ensure that the future of our industry is a forward-thinking, fan-focused and pioneering one. 

“When the time comes to get fans back to live sport, our cutting-edge technology will allow the club to adapt as needed, and not only welcome fans back but enhance their experience through the ticketing journey.”

The pair say they will continue to develop a ticketing solution with a ‘focus on innovation and resilience’. The club will use a suite of tools designed by Ticketmaster Sport to meet the ‘evolving needs’ of capacity, social distancing and other logistics when fans can return to stadiums again.