News - 26/11/2014

Ticketmaster sets up new base in Poland for growth for Eastern Europe

Ticketmaster sets up new base in Poland for growth for Eastern Europe

Ticketmaster is invading Poland. The ticketing giant, a subsidiary of the world’s biggest concert promoter Live Nation Entertainment, is opening a new office in the country.

As a rule, the strategy to date for international expansion has been for Ticketmaster to acquire or take over a potential rival or form local partnerships.

That was the case in Belgium where it bought Sherpa.be in September. In the same month in Germany, it joined forces with Mehr! Entertainment Group and Eintrittskarten.de.

But on some occasions, the company has started from scratch in a new market, as was the case in the Middle East early last year.

In Poland, the group has appointed Iwona Zuber-Fiuczek to be managing director of Ticketmaster Poland.

The move is significant for Michael Rapino, Live Nation’s president/CEO, who wants to build a stronger base in Eastern Europe. To date, the international division operates businesses in 20 markets. In addition to the US headquarters, there are offices in the UK, several Western European countries, Turkey, Australia and New Zealand.

“Leveraging on its scale and expertise as the industry leader in ticketing, expanding into Poland continues building the company’s global share and expands the opportunities for Live Nation’s adjacent sponsorship and concert promotion businesses,” Rapino said in a statement.

[Juliana Koranteng]

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