Ticketmaster Australia has renewed its partnership with Melbourne’s Marvel Stadium, meaning the relationship will now span over three decades.

The Ticketmaster platform will be used to help fans return to Australian Football League (AFL) games at the venue, which is also known as Docklands Stadium. Ticketmaster’s digital ticketing will also be available along with the SmartQueue platform, entry rate monitoring, contactless entry and waiting list options. 

Kylie Rogers, the AFL’s executive general manager of customer and commercial, said: “The partnership between Marvel Stadium and Ticketmaster has been proactive in assisting our hirers, our tenant clubs and our members with enhanced products, always looking towards the future with innovative and industry-leading solutions.” 

Ticketmaster has had an ongoing 15-year partnership with the AFL and clubs. Despite the COVID-19-affected season, 992,854 memberships were sold in 2020 and over one million signed up this year. 

Maria O’Connor, Ticketmaster Australia and New Zealand chairman, said: “We are extremely proud to have been in partnership with Marvel Stadium since the gates opened. Marvel Stadium is one of the world’s most innovative venues, and together we’ve sold more than 20 million tickets over two decades. We look forward to selling millions more and providing an even greater level of technology and support to the venue as events ramp up again and we welcome back fans to all forms of live entertainment.” 

The AFL has also removed transaction fees for its matches, as well as Big Bash League cricket fixtures and A-League football matches, which remain in place beyond 2021. 

AFL chief executive Gillon McLachlan added: “Marvel Stadium hosts nearly a quarter of the AFL season’s matches, our pricing strategy with Ticketmaster removes a barrier and provides an immediate saving for fans.” 

Ticketmaster Australia has also recently commissioned two short films to explore the impact the pandemic has had on the live industry in the country. 

The films are called Radical Hope and Back To Live with input from promoters, artists, production crew and ticketing agents as they navigated their way through lockdowns and restrictions. 

Managing director of Ticketmaster Australia Gavin Taylor said: “This is a critical time for our industry, and we wanted to put the spotlight on the incredible people that are working behind the scenes on the journey back to live, while shining a light on the huge benefits live entertainment brings to our society.”

Image: Victorian State Government