ATP partners with AXS to provide efficient resales of ATP Finals tickets
The ATP, the governing body for men’s professional tennis, has signed an exclusive partnership deal with AXS, the digital ticketing platform, to provide resale of tickets for the 2019 and 2020 ATP Finals, the season-ending event on the men's tennis calendar, at the O2 Arena in London.
The new AXS Official Resale platform, which incorporates modern ticketing technology, will provide tennis fans with the option to resell tickets at face value with a cap of no more than 10 per cent above the price paid.
AXS Official Resale will allow fans to buy and then resell through the same platform. For the first time, all ATP Finals tickets for sale through AXS, including primary and secondary, will be visible to consumers at the point of purchase in real time.
The ATP said the move “underlines a commitment to a fairer and more transparent experience for fans.”
AXS Official Resale’s method of delivery for tickets, known as ‘flash mobile delivery’, is a mobile-friendly, identity-based system and will eliminate paper tickets, with the aim of providing a quicker and simpler access to the venue by scanning the app.
To alleviate problems surrounding counterfeiting, all tickets are assigned to individuals via flash mobile delivery’s digital ID technology, which includes a changing barcode system, to combat tickets being copied or shared illegally.
AXS is also the official ticketing partner of the O2.
Adam Hogg, event director of the ATP Finals, said: “We have a great relationship with AXS as the official ticketing partner of the ATP Finals and we’re looking forward to carrying this relationship over to the resale market. Our partnership with AXS and their resale platform enables tennis fans to buy and sell tickets at a fair price in a safe and secure environment. Our aim is for the ATP Finals to be accessible to everyone and this partnership helps deliver that”.
The 2020 ATP Finals will be the last to be held in London after Turin, Italy, was announced as the new host of the event from 2021 to 2025. The O2 Arena has staged the ATP Finals since 2009.
The ATP also recently appointed Two Circles, the UK-based data-driven agency owned by GroupM, to provide marketing support and boost ticket sales for this year's ATP Finals in London.