Sports and entertainment venue operator SMG Europe has agreed a new partnership with Ticketmaster in a deal that covers a number of UK-based venues.

As part of the agreement, SMG Europe’s portfolio of venues, which includes Manchester Arena, Leeds’ First Direct Arena, Newcastle’s Metro Radio Arena and the soon-to-open Hull Venue, will be ticketed by Ticketmaster by the end of the summer. The first venue to transfer over will be York Barbican later this month.

SMG Europe’s newest site, Hull Venue, is due to open this summer. The venue will have a capacity of up to 3,500. Next year, the SMG Europe-operated Aberdeen Exhibition & Conference Centre will open in the Scottish city. The centre will feature a new arena space providing an all-standing capacity of 12,500.

John Sharkey, senior vice-president for SMG Europe, said: “As the largest operator of sports and entertainment venues in the UK and Europe, SMG Europe requires the best in ticketing services.

“Ticketmaster’s world class, industry-leading technology solutions, unrivalled marketing reach and distribution channels, and customer insight are a true match for the worldwide leader.”

SMG Europe will receive access to Ticketmaster’s industry-leading technology solutions, marketing and reach and distribution channels, along with targeted customer insights. Fans will also be able to download e-tickets to their mobile devices as part of the new deal.

SMG Europe was signed up with Eventim UK, and previously worked with Ticketmaster.

Andrew Parsons, managing director of Ticketmaster UK, added: “Ticketmaster is thrilled to welcome SMG back on board. SMG operates some of the best venues in the world. By partnering with Ticketmaster, they will gain access to our industry-leading products to sell more tickets, more effectively.

“From paperless, to restrict resale, to easy-to-use digital ticketing, we will be working closely with SMG to ensure the best possible experience for fans when attending events.”

Image: Live Nation PR