AXS is to provide a capped resale ticket service for the men’s tennis season’s star-studded finale, the ATP Finals at London’s O2, through an expanded deal with the Association of Tennis Professionals (ATP).
In a two-year deal, AXS Official Resale, a new platform already launched in the UK with European expansion plans, will provide tennis fans with the option to resell tickets at face value with a cap of no more than 10 per cent above the face value.
The eight-day tournament in November is the ATP Tour’s crown jewel event, and features the world’s best eight qualified men’s singles players and doubles teams.
The event, which will move to Turin from 2021, is one of the most attended sports events in the UK, and has boasted an average attendance of more than 250,000 a year since it moved to The O2 in London in 2009.
The agreement extends the long-standing primary ticketing partnership between the operators and body that runs men’s tennis, allowing fans to buy and then resell through the same platform for the first time. AXS is also The O2’s official primary ticketing partner.
All ATP Finals tickets for sale through AXS, including primary and secondary, will be visible to consumers at the point of purchase in real time.
Robert Byrne, managing director of AXS Europe, said: “AXS is proud to provide the iconic Nitto ATP Finals with a fully integrated platform across both the primary and resale markets – selling 100% of the ticket only allocation and giving everyone the opportunity to purchase and sell tickets at a capped, fair price.
“AXS Official Resale is already in place for events at The O2 and The SSE Arena, Wembley and the system is already exceeding expectations. We can’t wait to go live for the Nitto ATP Finals and give fans the opportunity to use it.”
Flash Mobile Delivery, the delivery method for AXS Official Resale, is a mobile-friendly, identity-based system. All tickets are assigned to individuals via digital ID technology, which includes a changing barcode system to ensures that tickets cannot be copied or shared illegally.
Adam Hogg, event director of the ATP Finals, said: “We have a great relationship with AXS as the Official Ticketing Partner of the Nitto ATP Finals and we’re looking forward to carrying this relationship over to the resale market.
“Our partnership with AXS and their resale platform enables tennis fans to buy and sell tickets at a fair price in a safe and secure environment. Our aim is for the Nitto ATP Finals to be accessible to everyone and this partnership helps deliver that.”