WYOMISSING, PA — PENN Entertainment Inc. (Nasdaq: PENN) has announced an expansion of its partnership with Ticketmaster. This enhanced collaboration is set to offer unparalleled benefits to the more than 30 million members of the PENN Play loyalty program, granting them the power to exchange rewards for tickets to some of the most sought-after live events across the country.
This strategic partnership taps into a growing trend, leveraging the skyrocketing demand for live experiences. Research indicates a universal eagerness among fans to engage in loyalty programs that prioritize access to live events, with many showing readiness to switch allegiances for better access. PENN Entertainment seizes this opportunity by integrating the utility of PENN Cash with Ticketmaster’s extensive portfolio, offering members a seamless avenue to procure tickets for premier concerts, thrilling sporting events, and captivating shows.
Jennifer Weissman, Senior Vice President and Chief Marketing Officer at PENN Entertainment, expressed excitement over the partnership’s extension, stating, “We’re thrilled to expand our partnership with Ticketmaster and enhance the PENN Play loyalty program by providing our members with direct access to a vast portfolio of concerts, shows, and sporting events.” Weissman emphasized the added value this brings to their loyalty program, fostering deeper engagement and broadening entertainment options for its members.
Echoing this sentiment, Frank Gutierrez, EVP and Global Head of ECommerce Sponsorship at Live Nation and Ticketmaster, highlighted the evolving preferences of today’s entertainment seekers. “Today’s fans want more than passive entertainment – they look for immersive live experiences that create connections and make them feel appreciated,” said Gutierrez. He pointed out the synergy between digital engagement and real-world excitement facilitated by the partnership.
Participating PENN Play members can look forward to on-site activations at five key U.S. amphitheaters, promising an enhanced live event experience. To benefit from this integration, members simply need to link their PENN Play rewards with their Ticketmaster accounts. This setup enables them to effortlessly use PENN Cash towards ticket purchases on Ticketmaster.com, whether covering the entire cost or just a part of it.
This collaboration not only solidifies PENN Entertainment’s position as a pioneer in offering dynamic loyalty benefits but also sets a new standard in merging the worlds of digital engagement with the tangible thrills of live events. Through this innovative partnership, PENN Play members are granted a gateway to create unforgettable memories at the events they love, seamlessly bridged by the convenience of their loyalty rewards.
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