Ticketmaster, an international event ticket marketplace, was launched in South Africa.
The ticketing company has established its local office in Cape Town. These are advertising events such as the South African stop of Justin Bieber’s world tour and the Cape Town Jazzathon.
The announcement follows the company’s successful sale to Justin Bieber’s Justice World Tour, which he explained was the first major international tour to sell all tickets online in South Africa.
“As a popular stop for the world’s greatest artists and major international sporting events, South Africa is a natural fit for us,” said Ticketmaster President Mark Yovich.
South Africa’s rapid adoption of digital technology also aided the company’s decision to launch in the country, according to regional chief executive Justin Van Wyk.
“As a country that is rapidly adopting digital technology, South African fans are sure to embrace Ticketmaster’s innovations in the digital ticket industry,” he said.
Ticketmaster will compete with established players such as Computicket, Quicket and iTickets, who have been in the country for 50, 11 and 16 years respectively.
The company expects the Rugby World Cup Sevens 2022 tournament, hosted in Cape Town in September, will offer South Africa’s first fully digital sporting event.