Google now offers the option to purchase tickets for sporting events directly in Search, in Brazil. At the moment, it is possible to acquire tickets for football matches. The initiative is in partnership with Ingresse, a reference in technology for live entertainment, being the first company in Latin America to connect its event catalog to Google’s dedicated tab.
With this new feature, users searching for games, concerts, or parties on Google will see Ingresse events highlighted in the results, with direct access to ticket purchase — 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 events tab organizes and displays options based on the user’s location and interests, making it easier to discover and plan cultural, sports, and leisure activities.
“This innovation is an example of our continuous work in Search to offer the most useful results for what people are looking for. In this case, we are excited to promote ticket sales for the Brazilian’s greatest passion: football,” says Karina Alarcon, Product Partnerships Manager at Google. “Integration with Ingresse is an essential step in making the search for culture, sports, and entertainment on Google Search more complete and accessible to everyone in Brazil.”
The choice of Ingresse as a pilot partner reinforces its presence in the sector and the strength 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 the trust in our technology, adaptability, and robust portfolio in football and other sports, driven by the acquisition of TicketSports. This integration represents a significant advancement for the entire ticketing market,” highlights Caue Tozati, Ingresse’s Product Head.
The official announcement took place during the Google for Brazil event on June 10, 2025, although the functionality is already available to some of the public.
More than just a new feature, the integration positions Ingresse as a protagonist in the digital transformation of the entertainment sector, expanding its role as a strategic ally of major global technology players.
