At Ticketmaster, partnerships are about more than sponsorship. They’re about creating experiences that strengthen fan loyalty, elevate brands, and deliver meaningful results for our clients.
Across sports and live entertainment, we work with teams, leagues, and venues to create fan-first experiences that extend beyond the event itself. From community activations and creator collaborations to in-venue experiences and digital campaigns, every partnership is designed to bring fans closer to the moments they love.
Here are a few recent examples of how our clients are engaging fans through partnership.
Fueling Fan Belief Through Access and Storytelling
Brooklyn Nets Practice in the Park
As presenting partner of the Brooklyn Nets’ annual Practice in the Park, Ticketmaster helped transform an open team practice into a celebration of Brooklyn basketball.
More than 4,100 fans attended the event, enjoying player appearances, live entertainment, food, interactive photo opportunities, and exclusive Ticketmaster giveaways. The activation generated a 200% year-over-year increase in engagement and impressions while strengthening the Nets’ connection with the local community ahead of the season.
Inter Miami CF Creator Collaboration
Following Inter Miami CF’s 2025 MLS Audi Cup Championship, Ticketmaster partnered with the club and creator Mattia Polibio to give fans an exclusive behind-the-scenes look at the team’s new stadium.
Shared with Mattia’s 4.9 million followers, the content built excitement for the club’s next chapter while highlighting the 2026 season and encouraging supporters to secure tickets for the historic home opener.
Celebrating the Traditions That Define Fans
Buffalo Bills Time Capsule
To honor the final season at Highmark Stadium, Ticketmaster partnered with the Buffalo Bills to create the Ticketmaster Time Capsule, celebrating more than 50 years of memories shared by Bills Mafia.
Throughout the season, fans contributed stories, notes, and keepsakes, while Bills alumni shared memorabilia from throughout the team’s history. The activation also traveled to community events and Oishei Children’s Hospital, giving even more fans the opportunity to be part of the experience before the capsule is sealed ahead of the move to the new Highmark Stadium. The capsule will be on display in the new stadium to commemorate history as the Buffalo Bills start a new chapter.
MLS Claim Your Club
Ticketmaster and Major League Soccer invited supporters nationwide to celebrate their club loyalty through the Claim Your Club campaign.
The digital sweepstakes generated more than 60,000 fan records, with more than half representing new additions to the MLS marketing database. The campaign also provided participating clubs with valuable first-party fan data to support future marketing and ticket sales efforts.
Rewarding Fans in Unexpected Ways
Anaheim Ducks Entitlement Night
Ticketmaster’s first entitlement night of the 2025-26 NHL season with the Anaheim Ducks transformed Honda Center through interactive fan experiences, themed in-arena branding, surprise seat upgrades, gift card giveaways, and social media activations that extended engagement beyond the game.
Charlotte FC Entitlement Match
Ticketmaster partnered with Charlotte FC to create an entitlement match inspired by the region’s basketball culture. A co-branded jersey giveaway, crossover mascot content, and a season-long SMS seat upgrade program that achieved a 71% opt-in rate helped create memorable experiences while driving deeper fan engagement.
NASCAR Ultimate Race Weekend Sweepstakes
To launch its new partnership with NASCAR, Ticketmaster created the Ultimate Race Weekend Sweepstakes, giving fans the opportunity to win premium race weekend experiences across six events.
Promoted through NASCAR’s email and social channels, the campaign generated more than 13,200 entries and over 618,000 social impressions, introducing fans to Ticketmaster’s growing motorsports partnership.
The Power of Fan-First Partnerships
Whether it’s strengthening community connections, increasing fan engagement, growing first-party data, or creating unforgettable event-day experiences, the strongest partnerships begin with the fan.
That’s why Ticketmaster works alongside each partner to develop programs that connect with fans in meaningful ways. These partnerships demonstrate what’s possible when our organizations work together to create experiences that resonate long after the event ends.
Connect With Us to Learn More About Partnership Opportunities
