Christopher BarrettNHS workers, teachers, charity workers and volunteers are among those set to benefit from discounted tickets to events following an expansion of AXS’s partnership with Tickets For Good (TFG).
AEG-owned ticketer AXS said that following a successful US rollout, API integration with TFG is being extended to the UK for AXS-ticketed shows.
Founded in 2019 and headquartered in Sheffield, TFG counts former Take That star turned solo performer Robbie Williams (pictured) among its key investors. The platform helps event operators provide heavily discounted tickets to non-profit workers and others on low incomes. Globally, TFG has distributed more than 1 million discounted tickets with live event partners and artists including Dua Lipa, Idles, Robbie Williams and Yungblud.
AXS said the API integration in the UK enables AXS clients to easily allocate ticket inventory to TFG’s 620,000 members including healthcare workers, teachers, charity workers, volunteers, and others who play key roles in their communities. The integration enables tickets to be offered with full control retained by promoters over pricing, volumes, and eligibility windows.
“Launching our collaboration with Tickets for Good in the UK allows our partners to turn unused inventory into meaningful experiences, and we’re proud to help create access for those who already give so much back to our communities,” said AXS Europe MD Peter Quinlan. “It’s a powerful example of how smart technology can drive both social impact and stronger, more inclusive audiences.”