Ticketmaster will allow event organisers to issue non-fungible tokens (NFTs) linked to tickets on the Flow blockchain, giving attendees the chance to access digital collectibles.
The NFTs – which certify a digital asset to be unique – can be used to represent photos, videos, audio and other types of digital files, and are often bundled with unique experiences, perks and merchandise.
The Flow blockchain is controlled by Dapper Labs, which powers some of the sport and entertainment sectors most prominent NFT marketplaces, including NBA Top Shot.
“Event organisers who choose to offer fans an NFT with their ticket have a real opportunity to make this new technology relevant and relatable at scale,” Brendan Lynch, Ticketmaster’s executive vice-president of enterprise and revenue, said in a statement.
“This is why we are partnering with Flow, because their blockchain is custom-built for fan engagement and frictionless consumer experiences.”
Ticketmaster used the Flow blockchain earlier this year to issue NFTs to more than 70,000 ticket-holders for the NFL’s Super Bowl LVI. Since then, the provider has minted more than five million NFTs on Flow through various partnerships.
In the upcoming NFL season, which will get underway on September 9, Ticketmaster plans to issue NFTs to ticket-holders spanning 100 of the league’s games, including at least three home games for each of the competition’s 32 teams.