South East Melbourne Phoenix, Melbourne United, Melbourne Victory, Melbourne Vixens, Melbourne Mavericks, Melbourne Storm, and Melbourne City FC have all joined the AXS platform, bringing some of the city's biggest teams and most passionate sporting communities together under one ticketing home. The seven partnerships build on AXS becoming the Official Ticketing Partner of the Melbourne Park precinct.
For fans, the change is simple: tickets for the seven participating clubs at Melbourne Park will be purchased and managed via AXS as their respective seasons and onsales begin. And the message is even simpler: if your team plays at Melbourne Park, AXS is where you'll find your tickets.
The partnerships will see AXS integrated into each club in various ways, ranging from major rivalry and fan-precinct partnerships to playing apparel, premium seat upgrades, mascots, game-day activations and fan experiences.
AXS Australia New Zealand CEO Andrew Travis said the sports club partnerships represent an important milestone in the company's Australian expansion.
"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," Travis said. "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."
THE CLUBS
- South East Melbourne Phoenix:Official Ticketing Partner and Presenting Partner of Phoenix home Throwdowns against Melbourne United.
- Also includes the AXS Seat Upgrade at every Phoenix home game, upgrading up to four eligible fans to premium courtside or near-courtside seats.
- Melbourne United:Official Ticketing Partner and Official Throwdown Partner for Melbourne United v South East Melbourne Phoenix match-ups.
- Also the Official Mascot Partner of Swish and Slam, including AXS branding on the mascots' game-day apparel.
- Melbourne Victory:Official Ticketing Partner, with ticketing-category exclusivity, and the AXS Seat Upgrade at every home match - including upgrades for up to four eligible fans to premium pitch-side seating.
- Also includes presenting rights to the A-League Men's Match Day Guide, featuring a dedicated What's On by AXSsection.
- Melbourne Vixens:Official Ticketing Partner and Major Partner, with AXS branding on the Vixens playing dress across home and away matches and finals, as well as the team's media polo, travel jacket and all replica Vixens merchandise.
- Also includes the AXS Seat Upgrade at Vixens matches.
- Melbourne Storm:Official Ticketing Partner, with ticketing-category exclusivity for Storm matches at AAMI Park.
- Presenting partner of Purple Paddock, Storm's pre-game fan activation zone at selected home games.
- AXS Seat Upgrade will also be featured at every Storm home game.
- Melbourne Mavericks:Official Ticketing Partner, with AXS branding on player training singlets and the AXS Ticket Upgrade at every Mavericks home game, giving eligible fans the opportunity to upgrade to a VIP or courtside experience.
- Also includes SEN Netball integration, including AXS branding and verbal credit during commentary, weekly custom AXS What's On integration and weekly AXS-branded score updates.
- Melbourne City FC:Official Ticketing Partner and Premier Partner for the Club's AAMI Park fixtures, including all A-League Men's home matches and selected A-League Women's matches.
- Partnership will also include an AXS presence within City Square and the AXS Seat Upgrade to premium seating at home matches, plus co-branded consumer education content.
These new partnerships follow the opening of the new AXS Fan Hub at Melbourne Park, giving fans a dedicated destination for in-person ticketing support within the precinct. Tickets for participating clubs will become available through AXS as their respective seasons and onsales commence.
About AXS
AXS is a trusted leader in advanced ticketing and live event technology, operating across North America, Europe and Asia-Pacific, providing access to some of the world's most iconic venues, sports teams, festivals and global tours. With customized ticketing solutions, innovative technology and dedicated customer service, AXS, owned by AEG, partners with more than 1,600 of the most recognized brands in sports and entertainment - including the LA28 Olympic & Paralympic Games, Coachella Valley Music and Arts Festival, Red Rocks Amphitheatre, The O2, BNP Paribas Open, WM Phoenix Open and Stagecoach Country Music Festival. AXS's primary and secondary marketplaces, along with its proprietary AXS Mobile ID technology, deliver one of the easiest and most secure ways for fans to buy, sell and manage tickets.
About Melbourne Park
Melbourne Park brings people together to share the most iconic events and unforgettable experiences. Home to world-class venues including Rod Laver Arena, AAMI Park, John Cain Arena, Margaret Court Arena, Centrepiece, and Kia Arena, Melbourne Park welcomes millions of people across hundreds of events annually, including the nation's iconic Grand Slam event, the Australian Open. Melbourne Park's event calendar presents the most diverse content on the planet, showcasing live music and entertainment, as well as domestic and international sports. Located on the banks of the Birrarung (Yarra River), Melbourne Park offers public, recreational space spanning 40 hectares, and is an essential part of Victoria's social fabric. Melbourne Park is managed by the Melbourne and Olympic Parks Trust on behalf of the Victorian Government for the benefit of all Victorians. The Trust acknowledges the Wurundjeri Woi Wurrung as Traditional Owners of the land on which it operates, and pays respect to their Elders, past and present.
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