Tottenham Hotspur has partnered Ticketmaster subsequently becoming the first UK club to introduce the company’s 3D Virtual Venue technology.

The collaboration looks to provide digital previews of 360-degree views and sightlines, compare sections and check time-of-day viewpoints in real time when selecting their match seats at the Tottenham Hotspur Stadium.

Ian Murphy, Head of Ticketing and Membership at Tottenham Hotspur, commented: “We’re proud to be the first club in the UK to introduce Ticketmaster’s latest innovation, 3D Virtual Venue, as we continue to explore ways of taking our fan experience to the next level.

“With such a wide range of seating options on offer at our stadium, including licensed safe standing and premium areas, this cutting-edge technology will give fans the best possible insight into what their matchday experience will be like before making their selection.”

In using 3D-quality visuals and pinpoint accuracy, fans are able to look at all areas of the stadium on their mobile or desktop, including premium areas, to pick their most preferred seat.

The club has previously utilised virtual 3D technology for fans to have an insight into Premium areas and select their season ticket seats ahead of the stadium opening. 

Chris Gratton, Chief Operating Officer, Ticketmaster Sport, added on the partnership: “Every fan is different, and so is their definition of the ‘best seat in the house’ – so, why not give them the technology to view, compare and select themselves?

“Our team is constantly working to elevate the fan experience and Virtual Venue will fundamentally transform how fans buy a ticket, while enhancing conversion and setting a new gold standard for clubs and venues across the industry.”

The news follows the Premier League club’s renewal of its long-term partnership with Ticketmaster Sport as the official ticketing innovation supplierIn an expansion in the US, November saw Ticketmaster similarly partner with the National Football League (NFL). This deal saw the league develop a complimentary virtual ticket offering in an NFT format for its followers, available after attending specific fixtures.

Previous articleITV to show free-to-air Gallagher Premiership Rugby matches
Next articleUFC Taps into NFTs for deeper engagement with Dapper Labs