Iron Maiden tackle ticket touts ahead of Sheffield show

Iron Maiden have been fighting touts ahead of their show at Sheffield Arena in May.
Iron Maiden have been fighting touts ahead of their show at Sheffield Arena in May.

Heavy metal legends Iron Maiden have been hailed for taking a stand against ticket touts ahead of their Sheffield Arena show.

The band, featuring former Sheffield schoolboy Bruce Dickinson as lead vocalist, have implemented an extensive “paperless ticketing” ahead of their The Book of Souls UK tour, which arrives in Sheffield on Wednesday, May 10.

They have also ensured all other available tickets carry the name of the purchaser and require the purchaser’s credit card and ID on entry, among other measures.

And since introducing the measures, the number of tickets available at inflated prices on secondary ticketing platforms has dropped by more than 95 per cent, compared with the band’s last UK arena tour in 2011.

Rod Smallwood, band manager, said: “We are delighted the paperless ticketing system and other measures we instigated in the UK have proved a massive deterrent to touts and counterfeiters.

“We want to thank our fans for their enduring support and patience.

“We appreciate our stringent policy has meant fans having to jump over one more hurdle in the ticket-buying process, but the results speak for themselves and I think everyone can agree this was well worth it.”

For tickets, see sheffieldarena.co.uk

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We appreciate our stringent policy has meant fans having to jump over one more hurdle in the ticket-buying process, but the results speak for themselves and I think everyone can agree this was well worth it.

Rod Smallwood, Iron Maiden manger

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Nigel Adams MP, chairman of the All-Party Parliamentary Group on music, said: “Iron Maiden and their management should be commended for their innovative approach to tackling touts.

“For too long, genuine fans have been fleeced by professional, well organised and greedy large scale touts who use secondary ticketing sites to profiteer.

“With both industry and government beginning to take action against the touts, I am hopeful we will see a fairer ticketing industry sooner rather than later.”

Andrew Parsons, Ticketmaster UK managing director, said: “Iron Maiden has been clear from the beginning: eliminate resale and get tickets directly into the hands of fans.

“We’re proud our Paperless ticketing technology has been able to achieve this for the band, their team and the fans.”

Andy Copping, Live Nation UK touring president, said: “The plan put in place to help Iron Maiden minimise resale has been a huge success.

“It’s great to see so many fans get behind the band and understand what they were aiming to achieve.

“I look forward to the tour in May.”

And Reg Walker, operations director with ticket security specialist The Iridium Consultancy, said: “Iron Maiden have shown what artists who genuinely care can do to protect their fans against being ripped off by touts.

“These measures are the gold standard for the industry and other artists should consider doing the same - the most successful anti-touting operation I have seen in recent years.”