SIV, the organisation which runs the major sporting and leisure facilities in Sheffield, is celebrating signing a deal with a leading name in the entertainment business.

Ticketmaster UK, a Live Nation Entertainment company, has entered into an exclusive ticketing partnership with SIV, the operating arm of health and wellbeing charity Sheffield City Trust, to introduce digital ticketing into SIV’s venues for the first time.

SIV operates the FlyDSA Arena Sheffield, Sheffield City Hall, Scarborough Spa and Whitby Pavilion as well as sporting facilities such as Ponds Forge, Hillsborough Leisure Centre, iceSheffield and the English Institute of Sport Sheffield.

The long-term deal will make fans’ lives easier, increase security and avoid paper waste too. The technology will see SIV reach more fans with even greater content, as the venues gain access to Ticketmaster’s unrivalled marketing support.

Andrew Snelling, SIV chief executive, said: “Ticketmaster’s recent work in digital ticketing has been groundbreaking and exceeded expectations, so it is really exciting to partner with them. This move will give us more control and give fans the best possible experience when entering our venues.”

Andrew Parsons, Managing Director of Ticketmaster UK said: “It’s an honour to say we will be working with SIV, further demonstrating our commitment to providing venues with the best possible ticketing technology.

“We think mobile-first with everything we do, from how fans discover events through to digital entry and we’re looking forward to bringing that ethos to Sheffield’s most important and busiest venues.”

Ticketmaster has already demonstrated the success of digital ticketing with the technology being used across all AMG venues in the UK, including O2 Academy Brixton and O2 Shepherd’s Bush Empire, and most recently at festivals Lovebox, Citadel and SW4.

David Grey, Chairman of Sheffield City Trust, said: “As an organisation, we are committed to finding the most effective ways to deliver the best services for Sheffield.  Working with Ticketmaster ensures we provide best-in-class experiences for our customers.”