Mobile commerce technology firm VenueNext has signed a multi-year partnership with Ticketmaster to deliver its contactless payment and ordering services to venues powered by the ticketing giant’s technology.

The partnership aims to provide fans with a personalised event experience, through which guests will be able to manage venue access, concessions and more from their mobile devices.  

The deal with VenueNext will allow Ticketmaster to extend its contactless technology beyond digital tickets to develop offerings to make venue entry and in-venue purchases, experiences and special offers more personal and convenient. The technology covers services like in-seat ordering and pre-purchasing merchandise and will also lead to reduced wait times at pick-up windows in venues.

VenueNext, which is a point-of-sale company with products that combine physical and digital solutions, launched in 2014 with Levi’s Stadium and the San Francisco 49ers and has since gone on to power mobile-first commerce in arenas and stadiums, theme parks, universities, corporate cafes, theatres, and restaurants globally.

The two companies have already worked together after the 49ers helped to launch the mobile platform, which was integrated directly with Ticketmaster, to provide real-time insights and analytics to the team and Levi’s Stadium. Ticketmaster and the NFL extended their partnership in 2017, to ensure the first league-wide fully digital ticketing system in sport.

Amy Howe, global chief operating officer at Ticketmaster, said: “Ticketmaster has been leading the transition to mobile ticketing due to its many benefits for artists, teams and fans, from fraud prevention to streamlined event-day experiences and more.

“Now with the new health and safety guidelines for live events accelerating demand for digital ticketing to an all-time high, we’ve partnered with forward-thinking companies like VenueNext to co-create the most innovative technologies available to help fans get back to seeing their favorite artists, players, and teams in person that much sooner. Most importantly, fans will have extra peace-of-mind as they return to live events knowing these venues are taking added measures to protect their safety and make their live event experiences even easier.”

VenueNext chief executive Anthony Perez added: “By partnering with Ticketmaster, we significantly extend the reach and depth of our products. In this new era, venues and content owners are prioritising contactless solutions more than ever to make their venues safer and more efficient, all while providing a personalised commerce experience that has long been the pursuit of teams and venues throughout sports and entertainment.”