The International Olympic Committee (IOC) has confirmed that so-called ‘authorised ticket resellers’ (ATR) will no longer be responsible for sale of Games tickets.

In June, the IOC struck an exclusive deal for On Location to provide hospitality packages for the Olympics from 2024-28 and announced that a new integrated approach regarding global ticket sales would be introduced from the Paris 2024 summer Games.

The IOC said at the time that this would enable “secure access to Olympic and Paralympic tickets directly via each organising committee at standardised prices”.

The body’s director general, Christophe De Kepper, has now confirmed that, as part of a new centralised approach, ATRs, traditionally used by National Olympic Committees worldwide, will not be required to support sales for the world’s biggest sporting event.

“NOCs and ATRs will no longer be responsible for managing standalone ticket sales,” De Kepper told delegates at the Association of National Olympic Committees’ general assembly.

“This will, in turn, provide worldwide clarity on pricing and easier access for the general public, with no more handling fees to cover ATRs’ costs.

“NOCs are expected to fully support and collaborate with the organising committees and On Location in their hospitality sales strategy for their NOC territory by providing market knowledge, insights, locally promoting through their family platforms and channels to the general public, and introducing them to key stakeholders.”

The new centralised system will also mean that On Location will deliver packages including tickets, travel and accommodation, as well as in-venue and host city hospitality, for the Games in Paris in 2024, Milan-Cortina in 2026 and Los Angeles in 2028.

A new ticketing delivery mechanism was one of the pillars of the IOC’s Agenda 2020+5 strategic roadmap published earlier in the year. 

At the time, IOC president Thomas Bach said: “One of the recommendations of Olympic Agenda 2020+5 is to deliver additional turnkey solutions that could be provided to Olympic Games organising committees to simplify the delivery complexity of the Games. 

“This new solution will deliver a simplified, secure process for fans around the world to attend the Games.” 

Image: Matt Lee on Unsplash