Ticketmaster Australia has announced that it has renewed its long-term partnership with the Brisbane Lions. Under the agreement, Ticketmaster will continue as the sole ticketing service partner of all Brisbane Lions AFL and AFLW home games.

The renewed partnership promises patrons continued access to world’s best ticketing technology when obtaining tickets to Brisbane Lion’s home games at Brisbane’s iconic Gabba Stadium, and the new Brighton Homes Arena.

Under the new five-year agreement, Ticketmaster and the Brisbane Lions are focused on attracting new fans to Lions events with a commitment to ensuring ticket prices remain competitive and, when paired with a superior Lions home game experience, excellent value for money.

Ticketmaster is the world’s largest ticketing company and will bring all new world-class technology to the Gabba. Ticketmaster’s Virtual Venue will allow members and fans to see the view from their seats during the ticket purchase process, providing patrons a sense of how they’ll view the game before they enter the stadium.

Ticketmaster will also position the Gabba as the first all-mobile ticketing stadium in Australia, reducing ticket scalping, ticket fraud, and improving environmental impacts. 

Gavin Taylor, Ticketmaster Australia Managing Director, said the extension of the partnership was a proud moment for Ticketmaster.

“We are proud to continue our long-standing partnership with the Brisbane Lions and to play our part in growing our beloved national sport, bringing the joy and magic of live AFL to even more fans,” says Taylor.

Ben Kerswill, Brisbane Lions General Manager of Consumer, said the Brisbane Lion’s contract extension with Ticketmaster is a big win for members and fans who attend Lion’s venues.

“It’s great to be able to extend our partnership with Ticketmaster with their world leading technology already seeing our crowds at the Gabba grow season by season.

“Throughout the pandemic Ticketmaster has supported the return of crowds to the Gabba, with socially distanced seating, contact tracing and other measures to keep our fans and members safe.

“Working with Ticketmaster not only gives us access to their in-house technology suite, but a range of certified partners has allowed us to get more people to the Gabba through innovative group and partner ticketing programs,” says Kerswill.