No More Boring Bar Codes—Here's How Sports Illustrated Is Changing the Ticketing Game

The media brand has launched an NFT ticket solution that aims to be the ultimate form of fan engagement.

Sports Illustrated Launches NFT Ticket Solution
Photo: Shutterstock

It's something we've all gotten in our inboxes before: a digital event ticket with a bar code. We show it to the attendant at the event's gate, and then it goes right into our trash folder. Sports Illustrated wants to flip this notion on its head with its new ticketing solution, Box Office by SI Tickets, which officially launched earlier this month. 

Box Office will allow planners who are organizing sporting events, festivals, fundraisers, conferences, fitness events, and more to list their events right alongside hot-ticket listings, like NBA games or a Beyonce concert, on SI Tickets. The other major differentiator, SI says, is that the tickets that fans will receive digitally—whether they're paid for or free—are NFTs, powered by blockchain technology providers ConsenSys and Polygon.

But planners needn't be wary of the tech, says SI Tickets CEO David Lane. "There's no education needed," he explains. "There’s no wallets or crypto, and you don’t need a 10-minute tutorial." 

The solution, which aims to be a competitor for platforms like Eventbrite and Dice, targets event profs planning for 50 to 5,000 people, "where they might not have access to a partner like us, where the bar code—a useless thing delivered to us that starts our experience—becomes dynamic, engaging content and a way for the event to engage with every fan or attendee who walks through the door," Lane says.

So, how does it do this? After entering the event, the bar code can become a way to access content like videos, photos, thank-you messages from the coaches or artists, F&B promotions, sponsorships, and loyalty benefits. After the event, a ticket buyer might receive a recap of the event with a sizzle reel or a calendar reminding them of other upcoming events. 

Another fun perk: Say you're planning a 2,000-person high school football championship. Box Office can give every player or the entire team their own Sports Illustrated cover to send out on social media or to family, friends, and other attendees. 

"Fan engagement is so broad, and every team or event or league is trying to thank that fan for showing up," Lane explains. "'Don't watch it on your phone at home. Come out. It matters.'"

The blockchain technology behind the solution is also meant to enhance payment security and prevent scalping and fraud. 

"It operates and feels like any other experience, but it is the most capable, and really for the eventgoer it's going to change the way they view what a ticket was supposed to do," Lane says.

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