PENN Entertainment expands partnership with Ticketmaster to include live event rewards

PENN Entertainment has expanded its partnership with Ticketmaster to offer new benefits for its loyalty members. PENN Play members, totaling more than 30 million, can now redeem rewards for tickets to live events through Ticketmaster. Additionally, PENN will have on-site activations at five amphitheaters across the U.S. as part of the deal.

With the global demand for live events reaching new heights, the company stated that recent research shows that "almost all fans are eager to join a loyalty program offering live event perks," with many even willing to switch programs for one offering access to live events. Under the expanded partnership, PENN Play members can snag tickets for concerts, sporting events, shows, and more on Ticketmaster with PENN Cash. 

"We're thrilled to expand our partnership with Ticketmaster and enhance the PENN Play loyalty program by providing our members with direct access to a vast portfolio of concerts, shows and sporting events," said Jennifer Weissman, Senior Vice President, Chief Marketing Officer, PENN Entertainment.

"This exclusive benefit further strengthens our industry-leading loyalty program, deepens our engagement with our millions of loyalty members, and creates more ways for our customers to find their fun with ease." 

"Today's fans want more than passive entertainment – they look for immersive live experiences that create connections and make them feel appreciated," said Frank Gutierrez, EVP and Global Head, ECommerce Sponsorship, Live Nation and Ticketmaster. "Our partnership with PENN Play brings together digital engagement and real-world excitement, making it easy for fans to find the events they love." 

Under the partnership, Ticketmaster users can now use PENN Play rewards to purchase event tickets. By linking their PENN Play rewards and Ticketmaster accounts, customers can pay for all or part of their transactions with PENN Cash when buying tickets on Ticketmaster.com.