PENN Entertainment Inc. is expanding its partnership with Ticketmaster to enhance its customer loyalty program, PENN Play™. The expansion will allow more than 30 million PENN Play members to redeem their rewards for tickets to attend concerts, shows, sporting events, and other live events through Ticketmaster. Additionally, PENN will facilitate on-site activations at five U.S. amphitheaters.
Research shows that most fans are willing to join a loyalty rewards program that offers live event perks, and many will switch programs....