# Ticketmaster Prepares a Tech-Enabled Way for the Show to Go On

Published 2020-12-07 · Updated 2026-07-23 · Sports & Entertainment on MarketScale
Canonical: https://www.marketscale.com/industries/sports-entertainment/ticketmaster-prepares-a-tech-enabled-way-for-the-show-to-go-on

> Live events, from sports games to theater to music concerts, seem like a distant memory. These common group gatherings have all but disappeared since the COVID breakout in March of this year. But, Ticketmaster is brainstorming a high-tech solution to get live events back on schedule. According to Promo Marketing Magazine, Ticketmaster plans to…

Live events, from sports games to theater to music concerts, seem like a distant memory. These common group gatherings have all but disappeared since the COVID breakout in March of this year. But, Ticketmaster is brainstorming a high-tech solution to get live events back on schedule. According to [Promo Marketing Magazine](https://magazine.promomarketing.com/article/ticketmasters-plan-for-live-event-return-vaccine-verification-death-of-paper-tickets/), Ticketmaster plans to take all tickets digital. Only after proof of vaccination or proof of a negative COVID test, does a fan receive their golden e-ticket. This health tracking is made possible by a tight collaboration with IBM Digital Health Pass, CVS, and LabCorp.

For Daniel Litwin and Tyler Kern, MarketScale Radio’s hosts, Ticketmaster’s pivot makes sense. Whether it ends up being a long term or short term solution, it’s at least a way to leverage technology to bring back some semblance of life be:

KEY POINTS:

- A smart phone app may bring back live events as we know it.
- Ticketmaster asks fans to provide proof of COVID vaccination or a negative test.
- Ticketmaster relies on the impending vaccine approval to push forward with their digital plan.

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