Following three sellouts of Madonna's "Sticky & Sweet" concerts at Buenos Aires' River Plate stadium, promoters Live Nation and Time 4 Fun have added a fourth show at the Argentine capital's venue.

The Dec. 3 date, announced today, goes on sale Thursday and comes on the heels of other Latin American stadium sellouts for the tour. So far, a second date in Rio de Janeiro, a third Sao Paulo date, and a second Santiago, Chile show have been announced. Madonna's Mexico City dates at Foro Sol Nov. 28 and 29 have also sold out.

"Sticky & Sweet" is Madonna's first tour in the region since 1993's "Girlie Show" tour. Live Nation global touring chairman Arthur Fogel, who has produced several of the artist's previous tours, tells Billboard the Latin American blowouts were expected, but that a fourth Buenos Aires and a second Rio date were not.

Madonna's first Buenos Aires "Sticky & Sweet" date sold 70,000 tickets in just three hours plus one day of pre-sale offered to Citibank customers. Asked if sponsor pre-sales were responsible for the speedy sellouts in Latin America, Fogel said, "Everything helps, but the reality is that it's her that's selling the tickets, not them. The fact that she is so big and hasn't been there in so long is really the reality of it all."

In Mexico, about 70% of tickets were sold online, a proportion much closer to North American online sales than in the rest of Latin America, where Fogel estimated that less than half of the "Sticky & Sweet" tickets were sold online.

In Brazil and to a lesser degree in Argentina, where servers crashed due to demand, "you have to rely on more traditional distribution methods, standing in line, phones, etcetera, at this point, because it just can't handle that volume, but I'm sure eventually it will."

Live Nation recently announced a five-year exclusive distribution deal with promoters T4F and CIE, both major players in the region. Over the years, "their markets have developed in so many different ways, in terms of financial stability, sponsorship potential, [and] ticketing capability-even though it's still not where it needs to be, but it's developed considerably," says Fogel. Also, "she is a much bigger act today than she was in 1993... it's an absolute fact in terms of live business."

And "arguably in 1993, there were a lot less people that could afford to go see the show."

Additional reporting by Valeria Agis in Buenos Aires.