axs has been appointed as the official ticketing partner for Melbourne Park's year round sports, music and entertainment calendar, the precinct announced.
The agreement covers integration of AXS technology across Rod Laver Arena, AAMI Park, John Cain Arena and Margaret Court Arena, while the Australian Open will retain its existing arrangements.
Melbourne Park chief executive John Harnden AM said this partnership was central to the precinct's mission, adding "This partnership with AXS continues our focus on elevating the fan experience at Melbourne Park, delivering a world-class ticketing journey to match our world-class sports, music and entertainment experiences."
Andrew Travis, chief executive of AXS Australia and New Zealand, described Melbourne Park as an iconic destination and said the company was "excited by the opportunity this partnership offers in bringing our flexible, connected ticketing approach to life."
Implications For Fans Promoters And The Precinct
The rollout will introduce AXS Mobile ID technology as a proprietary method for fans to buy, sell and manage tickets, and will aim to enhance accessibility across the precinct.
Melbourne and Olympic Parks Trust will also gain precinct wide data insights, which are expected to give promoters enhanced marketing tools and real time analytics to support event planning.
The trust said the appointment follows a series of high profile tours already using the platform, including Ed Sheeran's Loop Stadium tour and Robbie Williams' upcoming BRITPOP tour, and will position the precinct to "supercharge" the state's live events landscape.
AXS currently powers venues such as The O2 in London and Crypto.com Arena in Los Angeles, and it serves as the official ticketing provider for the LA28 Olympic and Paralympic Games, details that were cited in the announcement.
Officials noted Melbourne Park remains a critical driver of Victoria's economy supporting thousands of jobs, and that the AXS platform will serve as the gateway for the millions of fans attending domestic sport and international concerts annually.
