Melbourne Park Appoints AXS as Official Ticketing Partner for Year-Round Events

Melbourne Park has announced a landmark partnership with global ticketing leader AXS to transform the fan experience for its year-round calendar of sports, music, and entertainment.

The deal, which excludes the Australian Open, will see AXS technology integrated across the precinct’s iconic venues, including Rod Laver Arena, AAMI Park, John Cain Arena, and Margaret Court Arena.

AXS, which currently powers world-renowned venues such as The O2 in London and Crypto.com Arena in Los Angeles, will introduce new digital platforms designed to streamline the purchase journey.

A key feature of the rollout will be the proprietary AXS Mobile ID technology, providing a secure method for fans to buy, sell, and manage tickets while enhancing accessibility and precinct-wide data insights for promoters.

Stating that the move is central to the precinct’s mission of maintaining its status as a premier global destination, Melbourne Park CEO, John Harnden AM, said: “This partnership with AXS continues our focus on elevating the fan experience at Melbourne Park, delivering a world-class ticketing journey to match our world-class sports, music and entertainment experiences.” 

Highlighting the flexibility of the new system, CEO of AXS Australia and New Zealand, Andrew Travis, said: “Melbourne Park is an iconic live events destination, and we are excited by the opportunity this partnership offers in bringing our flexible, connected ticketing approach to life.” 

Melbourne Park remains a critical driver of Victoria’s economy, supporting thousands of jobs and hosting one of the world’s most diverse event calendars.

By partnering with AXS, the official ticketing provider for the LA28 Olympic and Paralympic Games, the precinct is aligning itself with the highest international standards of event technology.

The appointment of AXS follows a series of high-profile tours already utilising the platform in the region, including Ed Sheeran’s Loop Stadium tour and Robbie Williams’ upcoming BRITPOP tour.

Strategically, this partnership allows the Melbourne and Olympic Parks Trust to leverage AXS’s global expertise to “supercharge” the state’s live events landscape, ensuring the precinct can handle high-demand “spectacle” events with greater efficiency.

The transition to AXS technology is expected to provide entertainment promoters with enhanced marketing tools and real-time analytics, further incentivising international acts to prioritise Melbourne Park on their global touring schedules.

While the Australian Open will maintain its existing arrangements, the AXS platform will now serve as the gateway for the millions of fans attending domestic sport and international concerts annually.

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