German ticketing giant CTS Eventim has entered a multi-year partnership with O2, the core brand of mobile telecommunications company Telefónica Deutschland — a collaboration which Dr Frithjof Pils, Eventim’s vp live entertainment & international growth, calls “the biggest branding partnership in the German live entertainment industry.”
Under the deal, O2 customers will have access to exclusive ticket pre-sales, free streaming and an exclusive “brand experience” at Eventim events, a press release states. In turn, O2 will utilize the assets of Eventim Brand Connect — including social media, newsletters, display ads, banner advertising, and marketing and targeting tools — to broadcast its brand messages.
“It will generate trailblazing B2B and B2C product innovations, while also highlighting the value that Eventim’s assets can create for major brands,” added Pils, who is also managing director of Eventim Brand Connect. Meanwhile, CTS Eventim CEO Klaus-Peter Schulenberg says that the partnership is “a prime example of how we can create great products and unique value for our partners and customers with our combination of many years’ experience in the live events business and our ticketing operations.”
Roughly 250 million tickets were marketed using the Eventim’s systems in 2018, whether through stationary box offices or online/mobile portals. That year, the company says that its 3,141-strong workforce generated more than €1.2 billion in sales revenue in 21 countries.
The company also operates some of Europe’s most renowned venues, such as the LANXESS Arena in Cologne, the Waldbühne in Berlin and the Eventim Apollo in London.
Telefónica Deutschland chief consumer officer, Wolfgang Metze, said that “We have gained a strong partner in CTS Eventim, one who pursues the same philosophy as ourselves, namely to do our best for the best. For O2, these are the customers, for CTS Eventim the concert-goers, and our aim is to draw their attention to our brand by offering fantastic moments.”
Added Sabine Kloos, Telefónica Deutschland’s director of brand & marketing communications: “By cooperating in this way, we enable our customers to enjoy major brand experiences that reflect our O2 brand promise in no uncertain terms — namely the freedom to be entertained always and everywhere. This means that ‘More O in your life’ will be something that customers can really experience, over and beyond our current promotion campaign.”