EDM conglomerate SFX Entertainment has signed a five-year, $75 million international sponsorship deal with ticket reseller Viagogo.
Under the new deal, Viagogo becomes the authorized source for resale tickets for all of SFX’s festivals and events on a global basis. Viagogo currently sells tickets to consumers in over 100 countries worldwide and plans to further extend its geographic reach to match SFX’s international operations, according to a press statement announcing the deal.
The global ticket reseller already has partnerships in place with a number of major event producers, including football teams Manchester City and Paris Saint-Germain, as well as the ATP World Tour Finals and Roland Garros French Open and European music festivals Isle of Wight and Benicassim.
Publically-traded SFX is the world’s largest producer of global live events and digital entertainment content focused exclusively on electronic music culture. It’s portfolio of live events includes Belgium’s Tomorrowland and its U.S. counterpart TomorrowWorld, Stereosonic, Electric Zoo, Disco Donnie Presents, Life in Color and Nature One, among others. It also operates ticketing services Flavorus and online dance music store Beatport.
“A record number of people are traveling long distances to our premium electronic music events, so the ticketing experience has to be seamless,” said Robert F.X. Sillerman, Chairman and CEO of SFX Entertainment in a statement.
“Viagogo’s recognition of SFX as the only company operating around the world in Electronic Music, and thus the best way to expand their operations, also adds an integral element in our commitment to enhance our fans’ experiences,” Silverman went on to say, adding, “Working together, we have the key components to jump start our loyalty program and to offer unique benefits to our millions of fans.”
Eric H. Baker, founder and CEO of Viagogo, said in a statement, “Viagogo is all about enabling consumers to buy any ticket, for any event, anywhere in the world. They can make the purchase in any language, in any currency and on any device. Thanks to Viagogo, all global events are now local.”