CTS Eventim, AXS win race for LA28 Olympic ticketing contract

Los Angeles 2028 organisers have selected a joint venture by AXS and CTS Eventim to provide ticketing services for the Olympic and Paralympic Games.

As official ticketing service provider, the combined entity will promote, sell, and distribute LA28 tickets on a global basis.

LA28 organisers said Los Angeles-headquartered AXS brings consumer facing technologies, extensive marketing and database capabilities, and expansive ticketing distribution network. CTS Eventim was selected because of its experience in delivering technology management solutions to previous Games and the forthcoming Paris 2024.

Reports suggest as many as 12 groups entered the bidding process for the lucrative LA28 contract. According to a regulatory agency filing, the deal is worth at least $108m to CTS Eventim.

“AXS’s strong North American footprint and CTS Eventim’s track record of Games success will deliver a world class platform that will redefine ticketing for live sports events,” said LA28 president Casey Wasserman. “With AXS and CTS Eventim, the LA28 Games will provide an accessible and seamless experience for Angelenos and sports fans from across the globe.”

AXS’s LA presence

AXS, owned by AEG, tickets Los Angeles’ Arena and its major league teams. CTS Eventim worked on the Turin, Sochi and Rio de Janeiro Games.

Dan Beckerman, president and chief executive at AEG, said: “Our combined expertise, along with our commitment to innovation and a fan-focused experience, will allow fans around the world to easily buy, transfer, and authenticate their tickets. We appreciate the confidence shown by Casey Wasserman and the LA28 leadership team and look forward to welcoming millions of fans to Los Angeles for the world’s most important sporting competition.”

Major event complexities

LA28 organisers said the joint bid was appealing as both organisations boast teams with a wealth of experience in navigating the complexities of ticketing management and distribution for major sporting events.

LA28’s Olympic Games run from July 14-30 and the Paralympics from August 15-27. For this year’s summer Games in Paris, organisers plan to sell nearly 10 million tickets for the Olympics and three million for the Paralympics. CTS Eventim teamed up with ticketing company France Billet to provide ticketing software and related services for the 2024 Olympic and Paralympic Games in Paris, with the deal being signed in 2022.

Klaus-Peter Schulenberg, CEO at CTS Eventim, said: “As a company with two decades of Olympic ticketing experience and a passion for live experiences, we are honoured that our technology and services will help bring fans to the incredible event that the LA28 committee are organising. We are also delighted to be partnering with our friends at AXS and are looking forward to collectively playing our part in making 2028 a Games to remember.”

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