Industry News

PGA Tour puts fans at the fore with Ticketmaster Presence

Ticketmaster is to integrate its Presence technology into PGA Tour’s app after the two organisations extended their relationship in a new multi-year deal.

The Ticketmaster Presence API allows event organisers to validate tickets and manage scanning devices for Ticketmaster events, and it is believed its addition to the golf tour organiser’s app will “simplify ticket management at tournaments and further personalise the fan experience”.

The addition of Presence will give golf fans a “seamless experience”, the organisations said, as they are able to purchase verified tickets to golf events, have them delivered directly to their mobile device and then use them to gain entry.

Tournaments like the AT&T Byron Nelson have already utilised the new agreement to power their ticket sales and leverage the new mobile integration.

“We are thrilled to expand our relationship with Ticketmaster to improve the overall experience for PGA Tour tournaments and our passionate fans,” said Peter Kent, senior vice-president tournament revenue for the PGA Tour, which sanctions more than 130 tournaments each year.

“The use of Ticketmaster’s consumer-facing technology in our newly updated PGA Tour app is going to make the tournament experience that much greater for our fans. While other distribution methods will still be available, we are excited about the ease of ticket management the PGA Tour app now provides to fans attending our events.”

PGA Tour events around the globe have seen record-setting attendance numbers, with tournaments like the Waste Management Phoenix Open and The Players Championship boasting some of the biggest turn-outs in recent years.

“Ticketmaster and the PGA Tour have been working together for many years now, and the partnership has been successful in delivering a great ticketing experience for millions of fans,” Jared Smith, president of Ticketmaster North America, said.

“We’re excited to bring new products like Presence to our innovative partners at the PGA TOUR who are engaging with fans in incredible new ways.”

Presence, unveiled earlier this year, replaces traditional paper tickets with ‘tap and go’ digital passes, and streamlines live event venue operations with real-time configurations, fosters personalised fan engagement, simplifies the ticket management experience, protects against fraud and enhances security.

It is built on proximity-based digital technology like NFC, RFID, and even sound. The authentication technology leverages an easy to use ‘tap and go’ venue entry system connected directly to the fan attending the event. Lisnr’s audio technology is one of the proximity-based digital systems that will power Presence.

IMAGE: William LeMond