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Real Salt Lake extends long-term AXS deal

Major League Soccer (MLS) franchise Real Salt Lake has extended its partnership with AEG-owned ticketing technology company AXS.

The agreement continues a long-term partnership, which has been in place since the club’s Rio Tinto Stadium opened in 2008.

The 20,000-capacity venue is equipped with the AXS suite of solutions that provides information about the attendees, allowing the club to offer individualised experiences and deals in advance, during, and following the event.

Rob Sine, chief revenue officer for AXS, said: “Real Salt Lake has been a fantastic professional sports partner year after year. Major League Soccer and professional sports are important to AXS, and we are excited to deploy our third-generation data platform called AXS Intelligence, along with AXS Anywhere, our enhanced ticket distribution platform to Real Salt Lake.

“These enhancements to the AXS platform will aid their ticket reach in the community, and to help the team deliver customised engagement opportunities to their fans at Rio Tinto Stadium.”

The venue has played host to historic matches such as the 2009 MLS All-Star Game, the second leg of the 2011 CONCACAF Champions League Final, and the final of the 2013 Lamar Hunt U.S. Open Cup.

The extension deal also includes its practice facility, Zion Banks Stadium, which is also home to the second-tier United Soccer League team Real Monarchs.

John Kimball, interim president of Real Salt Lake, added: “Our number one priority has always been serving our fans, and the AXS ticketing platform and its technology has given our fans a seamless and enjoyable experience at Rio Tinto Stadium and Zions Bank Stadium.

“After extensive evaluation of other ticketing platform options, we are confident our partnership with AXS provides the organisation and our fans with the best ticketing solution. AXS will continue to provide us with excellent ticketing analytics, which RSL, and the Real Monarchs have used to optimise our pricing and ticket revenue.”

This extension joins long-term relationships with MLS teams and venues including LA Galaxy and Dignity Health Sports Park, along with FC Dallas and Toyota Stadium.