Ticketmaster has signed a multi-year agreement with AMB Sports and Entertainment (AMBS&E) to serve as the official ticketing partner for all live events at the new Mercedes-Benz Stadium in Atlanta, Georgia.

Under the agreement, NFL American football franchise the Atlanta Falcons and Major League Soccer club Atlanta United will see its fans using Ticketmaster to buy tickets for all games. Other live events such as concerts will also go through the primary ticketing site.

In addition, AMBS&E will use Ticketmaster to list tickets and provide fans with an official resale marketplace to buy and sell verified tickets in a safe environment. 

LiveAnalytics, Ticketmaster’s data enhancing service, will help the entertainment company to improve engagement with season ticket members and single-game fans.

The 70,000-capacity venue, which has been dogged by cost overruns and delays, is due to open in time for the Falcons’ 2017 pre-season game on August 26.

“We selected Ticketmaster because of their longstanding, proven track record in the ticket industry,” said Tim Zulawski, chief commercial officer at AMBS&E. 

“They are making significant investments into both their consumer and venue platforms, improving the overall experience as well as enabling the organisation to reach and protect our fans more effectively through a robust secondary marketplace.”

Image: Michael Barera