The NFL and Ticketmaster, which have a partnership that dates back to 2008, are extending their deal. Paramount in the new agreement is Ticketmaster providing the NFL with its next-generation venue software, Presence.
Presence represents the move to a paperless, digital ticketing system. Using proximity-based technology, Presence deploys a “tap and go” system for fans to enter the stadium.
“Ticketmaster Presence will help create smart venues and give fans easier, safer ways to attend events,” Jared Smith, President of Ticketmaster North America, said in a statement. “Delivering the definitive digital ticketing system provides content holders like the NFL powerful new tools to service their fans.”
Accessibility and ease of access aren’t the only reasons this software makes ticketing simpler. Venues that install Presence — like Orlando City SC — will have access to real-time map-based attendance reporting. This includes info on where tickets are traded and who’s attending.
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Because the system eliminates the ability for fans to duplicate physical tickets at home, Orlando City saw zero fraud through the first ten games of 2017.
Presence also stores basic information on ticket holders such as names, emails and phone numbers. For those who are uncomfortable with this information being kept, they have an option to grab an RFID-enabled ticket at will call. This way, no information is shared with the venue.
“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,” Brian Lafemina, the NFL’s Senior VP of Club Business Development, said in a statement. “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 will continuing power the official NFL resale marketplace and will also validate tickets listed on other NFL licensed marketplaces.