Ticketmaster Launches New NFT Collectible Capability

Ticketmaster has announced an entirely new way for event organizers to enhance their fans’ experiences through digital collectible NFTs. Event organizers who sell live events tickets on Ticketmaster now have the ability to issue NFTs before, during and after live events. To date, the offering is already seeing significant traction, with Ticketmaster minting more than 5 million NFTs for event organizers on the Flow blockchain. 

This new digital feature provides fans with the unique opportunity to extend their live event experience through digital keepsakes – that can be shared online or activated to access unique loyalty rewards, VIP engagement opportunities and more – while giving event organizers an entirely new way to engage with fans attending their events.

Ticketmaster selected the Flow blockchain to mint these collectible NFTs. Flow is an open, decentralized platform, uniquely designed to deliver consumer-scale experiences like NFL ALL DAY, NBA Top Shot and UFC Strike. Flow is the blockchain of choice for leading sports organizations, leagues, entertainment companies and brands around the globe. According to Deloitte, minting an NFT on Flow’s eco-friendly blockchain takes less energy than a post on a social networking site.

“Event organizers who choose to offer fans an NFT with their ticket have a real opportunity to make this new technology relevant and relatable at scale,” said Brendan Lynch, Ticketmaster EVP of Enterprise & Revenue. “This is why we are partnering with Flow, because their blockchain is custom-built for fan engagement and frictionless consumer experiences.”

Ticketmaster’s tools aim to unlock unique integrations across the fan journey since every event organizer has different goals for issuing NFTs. 

”Our partnership with Ticketmaster will enable millions of live event fans to immortalize, share and enhance their IRL experiences through digital collectibles,” said Mickey Maher, SVP Partnerships of Dapper Labs. “Ticketmaster has quickly become a leader in this space, so we’re excited to support their work in empowering event organizers to deliver even greater value to fans through the benefits of blockchain.”

Ticketmaster utilized Flow to distribute more than 70,000 one-of-one virtual commemorative ticket NFTs at Super Bowl LVI with each attendee’s unique seat location on the NFT itself. For the 2022 season, the NFL will offer NFTs minted on Flow to every attendee at more than 100 select games, including at least three home games from all 32 clubs.

Flow is also currently the greenest Web 3 network among leading platforms – minting an NFT on Flow takes less energy than a post on a social networking site according to Deloitte Canada. Flow uses just 0.18 GWh annually, based on 2021 usage.