Ticketmaster Espana supported the delivery of the HSBC Rugby SVNS at the Metropolitano Stadium in Madrid. The event attracted an international audience, with 32,000 tickets sold over three days in June. Competition was heating up in the Rugby SVNS event ahead of the Paris Olympic Games, which kicks off two days before the Opening Ceremony on July 24.
With rugby powerhouses Ireland, France, Argentina and a UK-wide team, Ticketmaster catered for an international audience, including 69% of new users to the platform. More than 7,000 spectators at the showpiece Grand Final hailed from global markets such as the United Kingdom, France, Ireland, the United States, Argentina, South Africa, and Portugal.
Home to La Liga’s Atletico Madrid, the Metropolitano was turned into a family-friendly sports festival for the last event of the Rugby SVNS season. Fans enjoyed a fanzone, a 100-meter food court and music performances from Eurovision’s 2022 third-placed finisher Chanel, DJ Luc Loren and rapper Ptazeta. The efforts to attract diverse and new audiences were reflected in the attendee data, with 26% also having a history of purchasing music and concert tickets.
In addition to the digital ticketing solutions, Ticketmaster helped promote the event with 19 posts across its social media channels, achieving 932,000 impressions. The results showed high attendance numbers and new audiences experiencing what Rugby SVNS has to offer. It reinforced Ticketmaster’s commitment to high-level sporting events and entertaining global audiences.
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