Viagogo UK is shifting its operational base to Switzerland in what appears to be a maneuver allowing it to sell tickets for the Olympic Games without falling foul of UK law.
It’s changed its name and put itself into liquidation, transferring its business to Viagogo AG, which is registered in Geneva and has offices in Zurich.
The move opens a loophole that would enable Viagogo to trade tickets for the Olympic Games, although it has previously said it would not get involved.
Harry Porter of Freud Communications, the company that looks after the secondary ticketer’s public relations interests, says Viagogo’s interests stretch throughout the continent and it makes sense to move to a central European location.
He says changing the name and going into liquidation is “a standard practice” for any big company wanting to switch its operational base.
“Liquidating the UK operation under the name of Viagogo would have sent out the wrong message,” he explained.
Asked of the commitment Viagogo made regarding Olympic ticket resale, Porter told Pollstar “Viagogo gave an undertaking not to break the law.”
The company April 17 announced a “collaboration” with the Spanish Olympic Committee, which means the Swiss-based Viagogo will now offer any tickets left over from the SOC’s allocation – without falling foul of the UK government’s ban on the re-selling of tickets for the Games.