Ticketmaster has planted the banner in Colombia, completed the purchase of La Tiquetera, Medlin’s ticketing platform, and rebranded Colombia under Ticketmaster Banner. The move has made the on-site nation-owned giant the sixth operating base in Latin America, adding existing businesses in Brazil, Argentina, Mexico, Chile and Peru.
“Colombia marks a critical step in our expansion, cementing our global leadership through cutting-edge technology and market-adapted approaches,” Ticketmaster said in a announcement Thursday, Latin America’s EVP Adam Newsam. He noted that the company is “investing infrastructure, innovation and local talent” to serve fans, artists, venues and promoters.
Instead of revealing financial terms, Ticketmaster, which constitutes the deal, blends LaTiquetera with its own global digital ticketing, marketing and data security tools. The company said, “The integration not only expands Ticketmaster’s coverage and strengthens the products provided to national and regional sponsors, but also enhances the fan experience by ensuring more efficient, safer and innovative services.”
Bancolombia said La Tiquetera's clients include major festivals and arenas in Colombia's fast-growing live entertainment industry, with a 10.6% year-on-year increase in the sector, more than doubled its contribution to the country's GDP over the past decade. Local superstars Shakira and Karol G helped drive the momentum, while international promoters stepped up their tours in Bogota, Medellin and Kali.
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The arrival of Ticketmaster adds another layer to a wider push in the region. Last year, the parent company bought a majority stake in Páramo Presenta, Bogota-based producers of Estéreo picnic and Estéreo picnic and Baum Festivals, and took over the operations of Cali’s arena Cañaveralejo through OCESA and Grupo Páramo in May.
The entertainment giant has also increased its ownership in Oceana, the promoter of the Mexican concert and gained a controlled share in 2021.
“With the arrival of Ticketmaster, Colombia has gained the opportunity to raise the standards of the entertainment industry in the world,” said Andrés Fierro, the newly founded Colombian director of Ticketmaster. The platform will process everything from pre-sales to resales of verified fans, giving promoters access to the same data dashboards used in major arenas in North America and Europe.
The company now processes hundreds of millions of tickets per year in more than 35 countries, with executives hinting that there are more in Latin America. “It's about hosting live events throughout the region,” Newsam said.