TICKETMASTER IS THE OFFICIAL PARTNER OF THE NFL, NBA, NHL, MLS, NCAA, AND THE US OPEN.

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IT'S WHAT THEY PAY MASSIVE BUCKS FOR.

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THEY THOUGHT IT MEANT SOMETHING. THEY PLASTERED IT OVER ALL THEIR PREVIOUS AD WORK.

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BUT RESEARCH AND AUDIENCE TESTING REVEALED THAT IF THE CONSUMER DOESN'T KNOW WHY OFFICIAL IS SUCH A BIG DEAL, THEN SLAPPING IT ON EVERYTHING DOESN'T MEAN SQUAT.

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THEY'RE JUST WORDS.

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JUMPING OFF THE NEW TICKETMASTER BRAND WE SOUGHT TO DEFINE OFFICIAL.

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TO MAKE IT MEAN SOMETHING TO THE CONSUMER.