The latter company, a Hamburg start-up founded in 2012 that has about 35 employees, currently sells tickets to festivals, sports events and some concerts, but not under its own name.
White label eCommerce will become part of AXS Germany, which in 2024 started selling tickets to German AEG venues, including Uber Arena in Berlin and Barclays Arena in Hamburg. It will continue its white-label business as well. “The entire team is thrilled to become a part of a respected global business like AXS and the broader AEG team,” white label founderin the announcement.
An acquisition that seems to signal an expansion of AEG’s ticketing business could be taken as a hint that the company could eventually become a promoter in the German market as well. And two German live music executives with no direct knowledge of AEG’s plans suggested that might be the case, given the company’s operations elsewhere in Europe.