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Ticketmaster signs 10-year extension with NHL

The National Hockey League has extended its agreement with Ticketmaster for a decade, keeping the Los Angeles-based company as the league’s official ticket marketplace.

The 10-year extension is based heavily on deploying Ticketmaster’s new Presence and SafeTix’s identity-based ticketing technology. The deal was announced prior to Monday’s game one of the Stanley Cup Finals between St. Louis and Boston, and Ticketmaster will continue to operate the NHL Ticket Exchange ticket resale platform. The Live Nation-owned company additional holds team-level official rights with 26 of 31 NHL teams.

“Now all of our NHL club partners will be able to implement Presence and SafeTix next season, further reducing ticketing fraud and giving teams greater insights to help them forge event stronger relationships with their fans,” said Ticketmaster president Jared Smith.

As part of the extension, Ticketmaster will also expand its role in planning and execution for marquee league events such as the NHL Winter Classic, All-Star Weekend, and Stadium Series.

Ticketmaster originally signed with the NHL in 2007, and previously extended the deal in 2013.