TORONTO, ON (July 22, 2025) — The National Ballet of Canada, one of the world’s premier ballet companies, is partnering with True Tickets, an industry-leading digital ticket delivery service for arts and cultural venues, to modernize its ticketing experience and strengthen its connection with audiences across Canada. True Tickets has delivered 17.7 million digital tickets worth USD $1.17 billion and enabled 2.2 million secure shares across 90+ arts organizations worldwide.
The partnership marks a key milestone in True Tickets’ growing presence in Toronto and across the Canadian cultural landscape. Known for its artistic excellence, innovative spirit, and commitment to community engagement, The National Ballet of Canada will now extend that same intentional care to its digital ticketing. Patrons will experience a seamless, on-brand journey from purchase to performance.
Through this partnership, the company will adopt True Tickets’ secure, mobile-first features—including dynamic QR codes, mobile wallet ticket delivery, passwordless login, and venue-controlled ticket sharing. These tools will give the National Ballet greater control over ticket sharing and unauthorized resale, while offering patrons a secure and accessible way to attend performances.
This collaboration empowers the National Ballet to identify and connect with its shadow audience—patrons who attended through shared tickets but were previously invisible to the organization. By capturing each guest’s contact information, the Ballet can reach them directly, welcome them back with tailored offers, nurture deeper loyalty, and use these insights to keep its programming inclusive and artistically innovative.
“We are always seeking new ways to enhance the experience for our audiences, from the moment they purchase a ticket to the final curtain call,” said Amanda Ram, Interim Executive Director and Chief Financial Officer, The National Ballet of Canada. “With True Tickets, we can offer a modern, streamlined ticketing journey that reflects the excellence of our performances while protecting the accessibility and integrity of our community programs.”
“The National Ballet of Canada is not only a global artistic leader but also a forward-thinking organization dedicated to community and innovation,” said Ken Lesnik, Head of Business Development at True Tickets. “We’re honored to support their mission by providing digital tools that enhance patron trust, strengthen engagement, and enable deeper insight into their audience.”
Patrons attending the company’s performances at the Four Seasons Centre for the Performing Arts will begin experiencing the new ticketing system in the 2025/26 season. From effortless mobile-wallet delivery and secure dynamic QR entry to real-time updates and venue-defined sharing, this partnership opens a new chapter in patron-first technology for Canadian performing arts.
About True Tickets
True Tickets is a secure contactless digital ticketing service that puts venues and event organizers in control of their tickets and in communication with their true audience. True Tickets has delivered 18.7 million digital tickets worth $1.2 billion in face value. Currently available to Tessitura Network members, True Tickets' business-to-business solution integrates with primary ticketing systems, empowering its partners to leverage the advantages of digital-native tickets to ensure extraordinary live experiences for their guests. With True Tickets, ticket issuers can set rules and track ticket custody, limit the excesses of the secondary market, and restore direct relationships between their audiences and the live events they love. For additional information, please visit True-Tickets.com or follow True Tickets on Twitter or LinkedIn.
About The National Ballet of Canada
One of the top international ballet companies, The National Ballet of Canada was founded in 1951 by Celia Franca. Today, the company is among the world’s finest, with 70 dancers and its own orchestra. The National Ballet has a history of pre-eminent Artistic Directors and in January 2022, welcomed Hope Muir to the role. Renowned for its diverse repertoire, the company performs traditional full-length classics, embraces contemporary work and encourages the creation of new ballets as well as the development of Canadian choreographers. The company’s repertoire includes works by Frederick Ashton, George Balanchine, Aszure Barton, Marie Chouinard, John Cranko, William Forsythe, Alonzo King, James Kudelka, Wayne McGregor, Kenneth McMillan, John Neumeier, Rudolf Nureyev, Crystal Pite, Emma Portner, Alexei Ratmansky, Christopher Wheeldon, William Yong and the company’s Choreographic Associates Guillaume Côté and Ethan Colangelo, among other creators. The National Ballet tours in Canada, the US and internationally with appearances in Paris, London, Moscow and St. Petersburg, Hamburg, New York City, Washington, D.C., Los Angeles and San Francisco. national.ballet.ca
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