Google now offers the option to purchase tickets for sports events directly in Search, in Brazil. Currently, it is possible to buy tickets for football matches. This initiative is in partnership with Ingresse, a leader in technology for live entertainment, and the first company in Latin America to connect its event catalog to Google’s dedicated tab.
With this new feature, users who search for games, shows, or parties on Google will see Ingresse’s events highlighted in the results, with direct access to ticket purchases — quickly, conveniently, and without leaving the search platform.
“This partnership reinforces our commitment to facilitating access to live experiences. Being integrated with Google means being where the audience already is, simplifying the path between interest and experience,” says Carol Martins, Marketing Manager at Ingresse.
Google’s event tab organizes and displays options based on user location and interests, making it easier to discover and plan cultural, sports, and leisure activities.
“This new feature is an example of our ongoing work in Search to provide the most useful results for what people are looking for. In this case, we’re excited to promote ticket offerings for Brazilians’ greatest passion: football,” says Karina Alarcon, Google’s Product Partnerships Manager. “The integration with Ingresse is an essential step toward making searches for culture, sports, and entertainment on Google Search more comprehensive and accessible for everyone in Brazil.”
The choice of Ingresse as the pilot partner reinforces its presence in the industry and the robustness of its technological solutions. With thousands of experiences available, the company stands out for offering innovative tools for ticket sales, management, and distribution.
“We were invited by Google to lead this initiative due to their trust in our technology, adaptability, and strong portfolio in football and other sports, boosted by the acquisition of TicketSports. This integration represents an important advancement for the entire ticketing market,” emphasizes Caue Tozati, Head of Product at Ingresse.
The official announcement took place during the Google for Brazil event on June 10, 2025, though the feature is already available to part of the audience.
More than just a new feature, this integration positions Ingresse as a key player in the digital transformation of the entertainment sector, expanding its role as a strategic ally to major global tech players.
