The Brighton Centre, in south east England, has become the first U.K. venue to adopt Ticketmaster's TicketExchange service.
The exchange facility, first launched in October 2002 in the United States, will allow customers to resell tickets for sold-out events at the Brighton venue.
TicketExchange was originally launched as a way for U.S. sports team season-ticket holders to resell tickets to other fans. Ticketmaster expanded the service to single-ticket holders across all event categories in November 2005.
"We believe TicketExchange is a great service to offer our customers," comments Howard Barden, commercial manager at the Brighton Centre, in a statement. "TicketExchange is the only official and authorised mechanism for fans to re-sell their tickets for Brighton Centre events and if fans buy tickets from an un-authorized source they run the risk of not being admitted to the event."
Through the system, only tickets originally purchased through the Ticketmaster system are eligible for resale, and those tickets may be resold at face value.
The first event at Brighton to offer the new service is Shakira on March 18, followed by performances by "The Office" comedy star Ricky Gervais on March 26, and British dance music group Faithless the following night.
Ticketmaster will continue to be the authorized ticketing supplier for all events at the Brighton Centre.