Ticketmaster are the preferred bidder for Glasgow 2018 ©Ticketmaster

Ticketmaster have been confirmed as the preferred bidder for the lead ticketing agent for the Glasgow 2018 European Championships.

A report, which recommends Ticketmaster, will be considered by Glasgow City Council’s Executive Committee on February 2.

Should they approve of the appointment, which would be subject to formal procurement procedures, Ticketmaster will deliver up to 85 per cent of the total ticket sales for the multi-sport event.

It is estimated that the total sales of those tickets would have a value of £2.9 million ($3.6 million/€3.9 million) .

Due to be staged every four years, the 2018 European Championships will combine the existing European Championships of aquatics, athletics, cycling, gymnastics, rowing and triathlon and a new team golf event.

The first edition will be held in the summer of 2018 in a sporting partnership between host cities Glasgow and Berlin.

“We can confirm that Ticketmaster has been named as the preferred bidder for Lead Ticketing Agent services, following a competitive tendering process,” a Glasgow 2018 spokesperson said.

“Glasgow 2018 will be a new highlight on the global sporting calendar building on the undoubted success of Scotland’s international events programme in recent years.

“We are looking forward to welcoming some of the world’s top athletes to venues across Glasgow and Scotland for what will be a sensational summer of sport.”

The cycling road races will be free events for the public ©Getty Images
The cycling road races will be free events for the public ©Getty Images

Should Ticketmaster be confirmed as the lead ticketing agent, they would be tasked with handling operational ticket sales, including the management of the central inventory.

The company would also handle the receipt and fulfillment of orders, operation of telephone and retail outlets, internet sales, equipment and staff for retail and venue sales.

As part of the tender process, Ticketmaster stated they will look to recruit up to four new entrants via community benefits to work in their ticket selling box offices for Glasgow 2018.

They also pledged to contribute £5,000 ($6,200/€5,800) to support community initiatives within the city, which could come in the form of subsidising tickets for schoolchildren, free tickets and grant funding to continue to engage the public after the Championships.

Tickets will go on sale in the summer with organisers claiming they are committed to ensuring that pricing models across all sports are inclusive and accessible.

Further details on pricing are expected to be revealed in the near future, with Glasgow 2018 stating the multi-sport Championships will include free events such as the cycling road races, which are expected to attract around 250,000 people.