Today we have the pleasure of interviewing Marco Caspani (Head of Sales and Marketing at Ticketmaster Italy), who tells us how the company is integrating sustainability into its strategy. From supporting innovative initiatives such as protecting bees through a partnership with Beeing to raising awareness among employees and customers, Ticketmaster shows how big companies can make a difference even with small but significant gestures. A tale of concrete commitment to a greener and more responsible future.
Who are you and what role do you play in the company? What is Ticketmaster all about?
I am Marco Caspani, Head of Sales and Marketing at Ticketmaster Italia. Ticketmaster is the world leader in ticket sales for live events in more than 39 countries. Through exclusive partnerships with thousands of venues, artists, sports leagues, art and theater tours, it brings unparalleled live experiences to millions of fans at the biggest events around the world. We are the link that connects fans and the experiences they love to deliver memorable events.
What actions can Ticketmaster take to achieve its sustainability goals?
Sustainability is a crucial issue for us. To achieve our goals, we strive to form partnerships with organizations that share our environmental values and to promote awareness initiatives both internally, with our employees, and externally, to the public. We focus on targeted campaigns to spread awareness about the importance of adopting sustainable practices and the need to protect our planet, integrating these principles into our business strategy.
How did the partnership with Beeing come about and what prompted you to adopt a beehive?
Our partnership with Beeing was born out of a desire to support innovative projects related to environmental protection. We were inspired by Beeing’s mission to protect biodiversity and raise awareness of the importance of bee protection. Adopting a beehive seemed to us a concrete way to contribute to the cause and demonstrate our commitment to the planet. Through this initiative, we want to emphasize how even small actions can generate a big impact.
What goals did you want to achieve with this choice?
With this choice, we first wanted to raise awareness among both our employees and our customers about the importance of bees to the ecosystem. Bees play a key role in biodiversity, and protecting their survival means contributing to a sustainable future. Our goal was also to demonstrate how our corporate commitment can go beyond business and move toward initiatives that have ethical and environmental value.
How did employees and customers react to this initiative?
The reaction has been very positive. Employees have enthusiastically embraced the project, feeling that they are part of an initiative that not only reflects our corporate values but also has broader significance for the planet. Our customers also appreciated this project, seeing it as distinctive and a concrete sign of our commitment to the environment. In general, the project has strengthened the sense of community around our brand.
Why did you choose honey as a Christmas gift?
We chose honey as a Christmas gift because it perfectly represents our partnership with Beeing and our commitment to sustainability. It is a simple but meaningful gift that allows us to share a positive message about the value of biodiversity and respect for the environment. In addition, honey is a natural and genuine product that embodies the values of care and attention that we want to convey.
Do you have other projects underway to reduce your environmental impact?
Sustainability is an ongoing journey, and we are looking at different options to further strengthen our strategy in this area. At the moment, we have no specific projects other than our collaboration with Beeing, but we continue to explore new ways to reduce our environmental impact. Each step we take is part of a broader effort to improve our contribution to the well-being of the planet. For example, we are increasingly incentivizing the purchase of digital tickets instead of paper tickets so that we can limit the waste of printed paper and the environmental impact of shipping them.
What is the key message for other companies interested in sustainability?
Our message to other companies is clear: sustainability is not only a moral duty, but also an opportunity to add value. Companies have a crucial responsibility to drive change, and initiatives like our partnership with Beeing demonstrate that integrating sustainable practices into business strategies is both possible and beneficial. Through concrete actions, we can generate a positive impact for the environment and strengthen our relationship with our stakeholders.
Ticketmaster demonstrates that sustainability is not just a buzzword, but a concrete commitment that can translate into tangible and positive actions for the environment. Through initiatives such as collaborating with Beeing and adopting environmentally sustainable practices, the company is doing its part to promote biodiversity and raise awareness. It is an example of how even global entities can contribute to a more sustainable future by leveraging their impact to create lasting and meaningful change.