At Ticketmaster, partnerships are about more than sponsorship. They are about creating experiences that give fans more reasons to believe in the teams, leagues, venues, and moments they love.
Across sports and live entertainment, Ticketmaster works with partners to build programs that strengthen loyalty, elevate fan engagement, and create meaningful connections. From stadium openings and season launches to in-market activations and exclusive access, every partnership is designed to make the fan experience feel more memorable.
Here are a few recent examples of how Ticketmaster partnerships are turning fan belief into action.
Creating Meaningful Fan Connections Through Access and Storytelling
Inter Miami CF Nu Stadium Opening
Ticketmaster was prominently integrated into the historic opening of Inter Miami CF’s new 26,700-seat Nu Stadium on April 4, as one of the world’s most followed soccer clubs entered a new era. Capped by Lionel Messi scoring the first goal in stadium history, Ticketmaster branding and fan-facing assets were featured throughout the venue.
A highly visible concourse sign, Home For Soccer Fans messaging, and branding on the temporary box office as the club’s permanent structure nears completion reinforced Ticketmaster’s position at one of the most anticipated venue openings in global soccer.
Inter Miami CF Welcome Kits
In partnership with Inter Miami CF, Ticketmaster launched Welcome Kits to transform a fan’s first match into a lasting memory. New fans were invited to collect a co-branded kit featuring a commemorative keepsake card, clear stadium-approved fanny pack, and season schedule magnet, alongside a dedicated photo opportunity overlooking Nu Stadium.
The activation reinforced Ticketmaster’s role in enabling access to unforgettable live experiences and reached more than 8,000 first-time fans ahead of the FIFA World Cup. Inter Miami CF will promote and provide Welcome Kits to new fans at all remaining home matches.
San Diego FC First Match On Us
First-time fans attending San Diego FC’s Soccer Celebration from June 11 to July 19 had the opportunity to claim two free tickets to select San Diego FC home matches as part of the club’s First Match On Us program, powered by Ticketmaster.
The program expanded access to the game while fostering deeper fan engagement by introducing new audiences to the energy, tradition, and atmosphere that can only be experienced in person, creating a compelling reason to return.
Building Excitement Around the Moments Fans Follow
NFL Schedule Release
Ticketmaster’s integration into the NFL Schedule Release on May 14 served as a strong kickoff to the 2026 NFL season across 19 participating teams. Ticketmaster was featured across a diverse mix of assets, including schedule release videos, website and app advertising, game date and time announcements, ticket-sale graphics, and promotional content.
As one of the NFL’s premier tentpole moments, the Schedule Release provided a valuable opportunity for Ticketmaster to showcase its dedication to fans and the NFL at scale.
NHL Schedule Release
In anticipation of the 2026-27 NHL season, Ticketmaster was prominently positioned as Presenting Partner of Schedule Release across 7 clubs in key markets. Broad, multi-channel visibility across social graphics, announcement videos, press releases, and email blasts helped generate excitement and anticipation for the upcoming season while connecting Ticketmaster with fans.
The campaign drove 6.9M+ social impressions and 285K+ engagements, reinforcing Ticketmaster’s position as the go-to destination to buy and sell tickets.
NBA Schedule Release
Ticketmaster played a prominent role in the NBA Schedule Release, activating across both league-wide and team-level channels to maximize reach and visibility. Through a comprehensive media plan with the NBA, Ticketmaster secured placements across NBA.com, social, influencer content, the NBA App, and dedicated emails.
Ticketmaster was further amplified through social media takeovers and press releases across nine NBA team partners, extending the Schedule Release presence across local fanbases. Ticketmaster also participated in multiple sweepstakes activations, creating additional opportunities to engage fans and drive excitement around the upcoming NBA season.
Celebrating and Rewarding Fan Belief
F1 Miami Fan Fest Stage Presenting Partner
In the second year of its partnership with the Miami Grand Prix, Ticketmaster capitalized on opportunities across several high-visibility events while increasing fan-focused engagement throughout race weekend.
As presenting partner of the stage at the inaugural Fan Fest at Miami Beach, Ticketmaster received prominent branding on the stage, which featured F1 personalities, DJ performances, fan competitions, t-shirt tosses, and other interactive games and experiences.
YouTube Theater Mural Presented by Ticketmaster
Ticketmaster and YouTube Theater partnered to create a mural celebrating the theater’s fifth anniversary, serving as a love letter from Hollywood Park to its home in Inglewood and the community.
The vibrant piece welcomes attendees and patrons of the theater, showcasing the diverse communities, cultures, and fans that support live entertainment. In 2025, YouTube Theater had more than 265,000 attendees across 67 events. The new mural ensures Ticketmaster will have greater visibility across several events in the years to come.
LA Clippers Locker Room Activations and Meet the Players Events
In partnership with the Los Angeles Clippers, Ticketmaster executed a locker room activation experience on the Intuit Dome plaza before seven home games during the regular season. The activation was designed to provide fans access by allowing them to experience a recreation of the team’s state of the art locker room environment.
Before each game, fans visiting the plaza were invited to participate by scanning for a chance to win prizes while engaging with the locker room, with a grand prize of a Clippers locker room tour for a winner and guest.
NBA and NHL Playoffs
Ticketmaster made an impact across both the NBA and NHL Playoffs. As a presenting partner of the Detroit Pistons postseason for the first time, Ticketmaster was highlighted by a full-arena co-branded t-shirt giveaway during the team’s first home playoff win since 2008.
On the ice, Ticketmaster served as the Presenting Partner of the Anaheim Ducks and Dallas Stars watch parties, driving more than 11,000 attendees, and 1.3 million impressions, while also sponsoring the Philadelphia Flyers’ commemorative playoff ticket benefiting Flyers Charities.
The Power of Fan-First Partnerships
Whether it is welcoming first-time fans, creating excitement around a new season, or rewarding loyalty through exclusive access, the strongest partnerships begin with an understanding of what matters to fans.
Ticketmaster works alongside each partner to develop programs that bring those moments to life. Together, these activations show how fan-first partnerships can create meaningful connections that extend beyond the event itself.
