Saturday 23 April saw one of the biggest British heavyweight fights in boxing history take place at Wembley Stadium. A record breaking 94,000 fans were there to see Tyson ‘The Gypsy King’ Fury defend his heavyweight crown against WBC champion Dillian Whyte.
A national multi-channel marketing campaign helped to create huge demand from the fight’s announcement right through to going on sale. On the first day, Ticketmaster’s digital Smart Queue managed as many as 170,000 fans at one point, all waiting to purchase their ticket to this historical event. 85,000 tickets were sold that day which, combined with extra ticket releases, culminated in the biggest European boxing event audience of all time.
Ticketmaster’s pricing tools were utilised to ensure tickets were priced at true market value, all purchases were protected with Ticketmaster’s Fan Guarantee, and fans were able to buy with confidence knowing that if their plans changed they could sell their tickets for face value or less on our Fan-to-Fan Ticket Exchange.
Fans travelled from right across the UK to witness this world title fight, from up in Aberdeen right down to Plymouth, and Ticketmaster’s upsell and package capabilities sold 15,000 coach tickets to fans which served over 40 pick up points nationally.
Andrew Parsons, Managing Director of Ticketmaster UK said: “It was a pleasure to work so collaboratively with Frank Warren on this incredible event. With his mastery and our market leading products and expertise, the partnership delivered what turned out to be the biggest European boxing event of all time, and biggest box office gross in Wembley Stadium history.”
Promoter Frank Warren said: “We had great conversations with Ticketmaster from the start, we discussed how we wanted to move forward, and they became great partners in this. They got behind it, they marketed it beyond my expectations, and because of that, we delivered the highest grossing event to ever take place at Wembley Stadium. That was due to Ticketmaster and their exceptional expertise, professionalism, and outlet that they are.”
To read our Q&A with Frank Warren click here.