AEG-owned AXS has entered into a multi-year agreement with the Calgary Stampede, the annual rodeo, exhibition, and festival which attracts more than one million visitors each year to the Canadian city.

Under the agreement, the ID-based mobile ticketing technology firm will provide the Stampede with real-time data feeds that will allow the organisation to make decisions across all operations, while offering data security and ease of purchase.

AXS, which is a long-time partner of the Houston Livestock Show & Rodeo and the Day’s of 47 out of Salt Lake City, Utah, will exclusively facilitate the mobile ticketing and entry during the annual Calgary Stampede celebration.

Sharon Garnett, the Calgary Stampede’s director of event operations, said: “Our goal is to provide Calgary Stampede guests with the best possible experience, even before they set foot on Stampede Park. Utilising everything AXS has to offer will allow us to tailor the ticket purchasing experience specifically to the needs of our guests.

“Purchasing a ticket is often the first big step people make when planning their visit to the Calgary Stampede. We want to ensure it is a smooth, seamless experience, and we know partnering with AXS will help us do that.”

Calgary Stampede, which is held every July and bills itself as ‘The Greatest Outdoor Show on Earth’, features one of the world’s largest rodeos, a parade, midway, stage shows, concerts, agricultural competitions, chuckwagon racing, and First Nations exhibitions.

The Calgary Stampede is also home to year-round meeting and convention facilities, western events, youth and agriculture programmes.

AXS is the ticketing partner for over 300 premier venues, sports teams, event organisers around the world, including AEG, The O2, STAPLES Center, T-Mobile Arena, Sprint Center, Tele2Arena, Red Rocks Amphitheatre, and the Vegas Golden Knights, among others.

Rob Sine, chief revenue officer for AXS, said: “AXS is incredibly proud to partner with the Calgary Stampede. The Calgary Stampede has a long and successful history.

“AXS will bring a seamless and secure ticketing experience to fans while also driving new technologies and solutions for the Calgary Stampede. We’re excited for Calgary’s community to see how this commitment will further enhance their live experience.”

Image: Gnosis / CC BY-SA 4.0 / Edited for size