Ticketmaster and the Geelong Cats launch a season of exclusive digital collectibles

In a collaboration with the AFL’s Geelong Football Club, Ticketmaster has announced the launch of a ground breaking new collection of digital collectibles, backed by NFT (non-fungible token) technology.

Launched at Geelong’s GMHBA Stadium on Round 6 of the 2023 AFL season on 22nd April, the Cats

Geelong will release one unique and exclusive Digital Collectible Guernsey per home game, releasing nine in total across the season.

Each Digital Collectible Guernsey will be released around the opponent and fixture, with the first release reflecting the Geelong’s ANZAC Appeal Round Guernsey against the Sydney Swans.

The first digital collectible collection of its kind to be released by any AFL team in the 2023 season, the Digital Collectible Guernsey released on 22nd April was exclusive to Geelong Cats Member, developed as a reward for attending members.

Introducing the initiative, Bianca Wallis, General Manager - Marketing, Digital and Communications at Geelong Football Club, commented “at Geelong, we are constantly looking for ways to add value to our membership offerings and provide members with a unique keepsake to thank them for their support.

“These digital collectables will give our members the opportunity to collect a range of our AFL guernseys in the digital world. It’s been a great project to collaborate with Ticketmaster on as we look at new and innovative ways to acknowledge and thank our members.”

Ticketmaster Australia Managing Director, Gavin Taylor added “we’re always looking for ways that we can help to engage fans, connect them to the action on game day and now provide a special piece of memorabilia to remember the match. This impressive digital collectible collection is a market-leading innovation adopted by Geelong Football Club to deliver exclusive benefits to their members.

“The Geelong Football Club is one of the oldest and most successful clubs, with a passionate group of members that spans generations. Now those members who attend the remaining home games will have digital keepsakes of the amazing games they attended in 2023.”

Those members who scan into GMHBA stadium on gameday will be able to access their digital collectible guernsey through the one-of-a-kind Ticketmaster digital collectible marketplace. The Ticketmaster marketplace is a simple and easy way for fans to access digital collectibles, all through their Ticketmaster account, with no third parties involved.

Ticketmaster's Gavin Taylor writes on ticketing’s digital future in the upcoming issue 156 of Australasian Leisure Management.