AXS Secures Major Partnership Across Seven Elite Melbourne Sporting Clubs

Global ticketing platform AXS has announced multiple partnerships to become the official ticketing partner for seven of Melbourne’s premier sporting organisations.

Building on its foundational agreement as the official ticketing partner of the Melbourne Park precinct, AXS will now manage ticketing operations for the South East Melbourne Phoenix, Melbourne United, Melbourne Victory, Melbourne Vixens, Melbourne Mavericks, Melbourne Storm, and Melbourne City FC.

This announcement brings some of the city’s most passionate sporting communities under one unified ticketing ecosystem, streamlining access for fans across basketball, football, netball, and rugby league.

The partnerships integrate AXS deeply into each club’s commercial operations, spanning apparel branding, match-day activations, precinct partnerships, and exclusive fan experiences such as the AXS Seat Upgrade program.

Commenting on the partnership, CEO of AXS Australia New Zealand, Andrew Travis, said: “Melbourne sports fans set a high bar, they know what a great live experience looks like, and they expect their ticketing experience to live up to it.”

“What I love about these partnerships is that every club has its own personality.

“We don’t want to turn up with the same playbook everywhere.

“We want to add something to the experiences fans already love — from making it easier to get and manage their tickets to surprising fans with upgrades to some of the best seats in the house,” Travis said. 

As respective seasons and on-sales commence, tickets for the participating clubs will transition to the AXS platform and mobile application. The launch coincides with the opening of a dedicated AXS Fan Hub within the Melbourne Park precinct, providing fans with direct, in-person support.

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