Live Nation has confirmed the launch of Ticketmaster Italia, as reported by TheTicketingBusiness last week, further expanding its reach across Europe.

The move puts the global ticketing leader in direct competition with incumbents Best Union and TicketOne (Eventim) plus a host of regional and city players across Italy.

FIRENZE ROCKS, one of the first major events to have tickets available on Ticketmaster.it, today (Monday) announced its headliners for 2018. The rock festival is scheduled to take place from June 14-17 at the Visarno Arena in Florence. Its headliners are Iron Maiden, Foo Fighters, Ozzy Osbourne and Guns N’Roses.

Currently the Ticketmaster Italia venture is offering tickets only to events linked to Live Nation. The arena show Fast & Furious Live has headline billing, with international and domestic pop acts filling the listings. No cultural or sporting events are listed.

Sales of tickets in the country are estimated to reach 19 million by the year 2020.

Italy represents the 29th market Ticketmaster has entered in Europe. Ticketmaster also recently launched in Switzerland, Czech Republic and Poland.

Payment options for Ticketmaster Italia have not been revealed, but delivery methods will be limited to box office collection (free), mobile eTicket or courier.

The site appears to also offer support for SPID (Italy’s national digital ID system for public services) and the Carta del Docente (teacher’s card – a tool for group education bookings and incentives) and the 18app (a payment method linked to SPID) – but no events are currently listed with these services.