- Monaco-based Platinium Group to depart as ticketing operator after well over a decade
- Fever already supports ticketing for inaugural Madring race through Ifema Madrid deal
Formula One has announced Fever will be its new ticketing operator on a five-year deal from 2027.
Fever will replace Monaco-based Platinium Group, which has been operating Formula One tickets for well over a decade. The global entertainment technology platform will assume control of all official general admission, local hospitality, and Paddock Club ticket sales.
As part of the agreement, Fever will revamp the current ticketing platform on F1.com with a fresh look and more sophisticated technology to improve discoverability, purchasing and customer service.
“To maximise the overall experience of fans attending races, we want the consumer journey to be as seamless and enjoyable as possible,” said Emily Prazer, chief commercial officer of Formula One.
“Having a strategic partnership that makes that process easier, like searching for and booking tickets, is critical so every aspect of the sport and their time at track lives up to our high expectations. We’re therefore delighted to have Fever join our ecosystem as an official supplier that will continue to raise the bar year after year.”
This will not be Fever’s first involvement with Formula One, though. The company already has a deal to oversee ticketing, fan engagement and entertainment programming at Ifema Madrid until 2035, which will include the inaugural Spanish Grand Prix at the Madring.
The new partnership will aim to deliver a smoother fan journey at a time when the sport’s fanbase continues to grow worldwide. That said, only one per cent of all Formula One fans will ever attend a race. Therefore, it is imperative that the user experience is a positive one.
“We are proud to become an official supplier of Formula One, one of the world’s most iconic and storied sports and entertainment properties,” added Mariano Otero, senior vice president for business development at Fever.
“This agreement is a testament to Fever’s leading role as a global technology partner for the most renowned and demanding sports properties in the world and its ability to deliver innovative technology solutions on a global scale. We have been admirers of Formula One’s inspiring work building up a global fan base, and look forward to helping reach the next generation of fans.”
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