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Madonna's Viagogo Deal

LOS ANGELES (CelebrityAccess MediaWire) — Madonna has pacted with secondary ticket broker Viagogo to provide premium tickets and VIP packages for her upcoming "Sticky & Sweet" world tour. The agreement also extends to ticket resales, which will be handled on Viagogo's website and are officially endorsed by the artist.

Viagogo is a major player in the European secondary ticketing market and already Live Nation's ticket partner in the Netherlands so this may indicate that the promoter is expanding on its relationship with the firm.

Madonna shook things up last October by being the first major artist to sign a so-called 360 deal with Live Nation and now, with the Viagogo deal, she's the first major artist to officially sanction secondary ticket sales. Expect similar arrangements with other artists who've signed with Live Nation in the near future.

"We are delighted to have been named the official premium and secondary ticket seller for Madonna’s Sticky & Sweet tour. This agreement further demonstrates our constant desire to innovate in the ticketing marketplace and offer unique solutions to fans. Fans will now have a safe, secure platform to buy and trade tickets for Madonna’s upcoming tour." said Eric Baker, CEO of Viagogo. – CelebrityAccess Staff Writers