Google now offers the option to purchase tickets for sporting events directly in Search, in Brazil. Currently, it is possible to purchase tickets for football matches. The initiative takes place in partnership with Ingresse, a leader in technology for live entertainment, being the first company in Latin America to connect its event catalog to Google's dedicated tab.
With the new feature, users searching 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 making live experiences more accessible. Being integrated with Google means being where the audience already is, simplifying the path from interest to experience," says Carol Martins, Marketing Manager at Ingresse.
The Google 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 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 are excited to promote ticket sales for the Brazilian's greatest passion: football," says Karina Alarcon, Google Product Partnerships Manager. "Integration with Ingresse is an essential step to make the search for culture, sports, and entertainment on Google Search more comprehensive and accessible to everyone in Brazil."
The choice of Ingresse as the pilot partner reinforces its presence in the sector and the robustness of its technological solutions. With thousands of experiences available, the company stands out by offering innovative tools for ticket sales, management, and distribution.
"We were invited by Google to lead this initiative due to our 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," emphasizes Caue Tozati, Product Head at Ingresse.
The official announcement took place during the Google for Brazil event on June 10, 2025, although the feature is already accessible to part of the public.
More than a new feature, the integration positions Ingresse as a leading player in the digital transformation of the entertainment sector, expanding its role as a strategic partner of major global technology players.
