The National Football League (NFL)’s Atlanta Falcons (pictured) is building a new digital production facility that will be located within the Falcons’ training location, with Ticketmaster holding the naming rights as part of a multi-year partnership with AMB Sports and Entertainment (AMBSE).
The new 9,500 sq ft facility, named Ticketmaster Studios, is predicted to open in November this year.
Digital demand has prompted the decision to invest in the new facility, with the aim of meeting that demand for content and keeping up with future trends. Fans will be able to see more real-time analysis of breaking news, in-depth analysis during key moments like the NFL Draft, watch expert reviews on player transactions, exclusive content with Falcons figures, in-depth player features and more.
Brett Jewkes, executive vice-president and chief brand and communications officer, AMBSE, said: “The Falcons strive to be leaders in the industry in social and digital engagement while bringing compelling and impactful content to our fans and value to our corporate partners. As sports consumption continues to evolve, the demand for captivating content continues to increase and in order to capitalise on fan thirst for Falcons content, it was imperative that we create the infrastructure for our digital teams to deliver on that demand.”
The new facility will include multiple studio spaces, individual control rooms, a podcast studio, edit bays, audio booth, an interview room and workstations. The Falcons also said that it is one of the first NFL franchises to have a naming rights partner for the new facility prior to construction completion.
Tim Zulawski, chief revenue officer, AMBSE, said: “Ticketmaster was an obvious choice to be our partner in the new digital facility. There is no off season in the sports and entertainment business. Falcons fans and partners are engaged with the team year-round, and this facility will now allow the Falcons to feed that desire of both audiences.”
Clay Luter, Ticketmaster executive vice-president, added: “Whether we are pioneering new product to improve ticketing, or supporting our partners in reaching fans in new, innovative ways delivering timely information and relevant content, we continually seek to evolve the overall fan experience.
“AMB Sports and Entertainment are relentless innovators. They consistently raise the bar by staying attuned to the wants and needs of fans. Ticketmaster Studios is yet another example of AMBSE meeting fan needs, creating rich content to enhance the gameday experience.”