Global Expansion Puts P1 Travel in Pole Position on Partnerize

Aug 12, 2024

Leeanne Boulton
Global Director Integrated Marketing

P1 Travel launched with a vision and mission to create unforgettable experiences for fans. Founded upon a love of football, the brand helps music and sports fans cheer on their teams and experience their dream events. Today, P1 Travel is the largest ticketing company in Europe, bringing 180,000 people to over 5,000 live events worldwide.

Already in pole position as the largest ticketing platform for sports and music events in Europe, P1 Travel had big goals for 2024.

With a meaningful share of seasonal football and F1 ticketing revenue, the brand identified the affiliate channel as the channel of choice for global expansion in these domains and a valuable channel to drive event diversification and revenue growth through global Music events, Festivals, Tennis and American Sports.

The brand sought to rip up and rebuild its partnership programs from scratch directly on the Partnerize platform. Already returning revenue success in the UK, Germany, and the Netherlands across multiple web domains, P1 had its eyes on global markets and new event types, including Spain, Mexico, and France. Their challenge was to understand the different buying behaviors, partner types, and reward structures that would drive success in these new geographies and across new, diverse event types.

Using the Partnerize platform and support from a dedicated team of experts, P1 Travel was able to:

• Accelerate global expansion, managing multiple markets, campaigns, and currencies upon one unified platform
• Migrate revenue-active partners within 7 days, using in-platform automation and seamless communication tools directly connected to their CRM.
• Diversify their partner base, leveraging both like-for-like audiences and new, diverse partner types in different markets, depending upon regional objectives and geographical nuance.
• Discover, recruit, and activate new best-fit Ticket Search, Comparison Engine, and Content partners, relying on platform automation and built-in email communication tools.
• Implement dynamic reward structures for different partners and markets, based on country-level and event category attributes.
• Unlock rich data and analytics which allowed the brand to lean into primary F1 and football categories, and test and optimize tactics and strategies for each new region, partner type, and event type.

Successfully launching in 15 new markets and achieving +31% increased revenue for 2024 against full year 2023 and +159% increase in conversions in existing markets the results for P1 Travel on Partnerize speak for themselves. Read the full case study here.