Digital media company Motorsport Network has continued its drive into the ticketing sector with the acquisition of Dutch operator SportStadion.
Under the agreement, SportStadion will expand its offering into the 21 markets in which Motorsport Network has a presence coming under its ticketing and experiences platform, Motorsport Experiences.
The deal covers SportStadion’s CRM database, which will provide Motorsport Network with new cross-selling opportunities, while the agreement will also result in an official relationship with Dutch Formula One driver Max Verstappen (pictured).
In May, Motorsport Network acquired UK-based ticketing operation BookF1.com, which offers ticket services for Formula One, the World Endurance Championship and MotoGP. The expansion of BookF1.com in key European markets is being led by the company’s founder and chief executive Paul Deason.
Motorsport Network said that the “combined might” of BookF1.com and SportStadion will provide fans with a range of Motorsport Experiences services such as fan villages, campsites, grandstands and appearances from race drivers.
SportStadion chief executive and shareholder Stefan van den Berg will remain with the business and will support the growth and development of Motorsport Experiences. SportStadion recently delivered a sell-out experience at F1’s Austrian Grand Prix, where a 17,500-seat Max Verstappen Village was set up, complete with branded grandstands and circuit-side accommodation for 4,600 guests.
Van den Berg said: “Adding SportStadion to Motorsport Experiences will allow us to accelerate the delivery of new fan engagement products and services internationally, drawn both from our long experience and of course the insight of our new partners in the group. If we connect these great opportunities for racing fans to the biggest motorsport audience in the world, then I believe we will all benefit from the power of the ‘Network’ effect.”
Motorsport Network president James Allen added: “This acquisition of SportStadion is another vivid example of our unique convening power within motorsport. 17,500 Dutch fans travelling to Austria speaks for itself. The developing Motorsport Experiences business complements our media platform and is proof positive of our intent to build the very best and most comprehensive set of services for racing fans to access the sport they love.
“Motorsport Experiences promises to be the cornerstone of our experiential offer and we are growing it with the highest calibre of businesses.”