Ticketmaster has expanded its sporting portfolio after partnering with the international governing body of athletics, the IAAF.

Under the agreement, Ticketmaster will provide ticketing services for the IAAF’s portfolio of global events from 2019 to 2021.

The Live Nation-owned ticketing giant will provide access to its ticketing platform to local organising committees, who can leverage the services to sell tickets and drive revenue for their events.

IAAF chief executive, Olivier Gers, said: “Finding new solutions that help our local organising committees access our global fan base and that help our fans access events more efficiently is key to creating long-term relationships between fans, athletes and athletics.”

IAAF and its event organisers will reportedly benefit from the single ticketing partner model as it will help to maintain a consistent experience for athletics fans no matter what part of the world they live in.

Organising committees of IAAF events will be able to access a global network of fans rather than building fan bases from scratch for each event. Fans can save their profiles and preferences on the platform and receive information about all athletics events within the series.

Gers added: “Ticketmaster will help us build a global picture of athletics fans giving a better understanding of who is following our sport, where they are from and what aspects of the sport they are most interested. This will keep fans connected to the events and athletes they love.”

IAAF events between 2019 and 2021 include the World Cross Country Championships, World Championships in Athletics, World Relays, World Indoor Championships, and the World Race Walking Cup.

Adam Newsam, managing director, Ticketmaster Sport, said: “The IAAF’s ticketing strategy has both fans and local organising committees at its core. Collaborating with the IAAF on an international scale will help grow athletics as we streamline the experience for local organising committees and fans.”

Image: Marco Verch