Dynamitick, the Italian dynamic ticketing developer, has signed a strategic partnership with global finance giant Deloitte.

Milan-based Dynamitick has partnered with a series of cinema chains and recently began working with Serie B football team Virtus Entella and Auxilium Fiat Torino, a Serie A basketball franchise.

According to a statement Deloitte has decided to leverage Dynamitick’s pricing technology to develop joint solutions that will create value for its customers in sport and entertainment. The two companies are to combine their expertise to extend the variable price technology into other areas of business.

“The service that Dynamitick offers, together with the experience of Deloitte, can have very interesting prospects for development in football,” said Luca Petroni , head of THS Sector (Travel, Hospitality & Sports) Deloitte.

“As we have seen, Italian stadiums are obsolete structures and far from European standards; it is not easy to build new plants and, as for all national infrastructure works, the speed to change from the planning to the construction is not our forte.

“But already now we can optimise the current offer by improving both the supply reserved for fans that reserved for companies; for example, for major European clubs, the corporate sector which on average is spent on 10 per cent of the seats, represents about 40 per cent of revenues from the stadium. The dynamic pricing can therefore be an important industry development lever to diversify the price and intercept the diverse needs of the audience. ”

DynamiTick’s solution was originally launched in the movie industry in May 2016. In the last year, the company said its partners have experienced a 15 per cent increase in purchases and 13 per cent rise in turnover.

Federico Quarato, chief executive of Dynamitick, said: “Within a few months of activity in the field of cinema, we have shown that the flexibility of the price is a determining factor and can become central to grow revenues even in the world of sport and entertainment. Not only that: we believe that a variable pricing system, under transparent and specific criteria for each business, is also the most effective antidote to the secondary ticketing phenomenon, which harms the whole market.”