Technology / 05.16.19
Ticketmaster Partners With U.S. Soccer for Presence at All Games
Pollstar (05/10/19) Rendon, Francisco
Ticketmaster's identity-based ticketing platform, featuring facial-recognition technology and digital "chain of custody" tracking, is to be deployed for U.S. Men's and Women's National team tournaments, thanks to a deal with the U.S. Soccer Federation. Via the multi-year deployment of Ticketmaster Presence, both partners will learn who attends U.S. Soccer games and their in-venue habits, with fan and live event intelligence to also be delivered through LiveAnalytics, augmenting U.S. Soccer's fan marketing. "What U.S. Soccer and Ticketmaster both value is forging lifelong relationships with fans by providing the best experiences from the moment they discover tickets are available for purchase to well after the game is over," said Ticketmaster President Jared Smith. "Through identity-based ticketing and our suite of analytics tools, U.S. Soccer will be better equipped to reach more fans than ever before in much more targeted and tailored ways." Last May, Ticketmaster announced the incorporation of Blink Identity's facial recognition into the Presence platform, so it could identify people in venues while they are in motion. According to Live Nation Chief Financial Officer Kathy Willard, Presence is a "game changer" in fan connection, with more than 500 venues expected to use the platform by year's end.
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