2026 Silver Winner
Mamma Mia! The Party x TravelBeat x Tradedoubler: Turning Live Entertainment Into Performance Magic
The Challenge
In 2025, the goal was to expand Mamma Mia! The Party’s reach and build a direct, data-driven performance channel that could operate independently of traditional ticketing platforms.
The Strategy
In partnership with TravelBeat, Tradedoubler designed a performance-led affiliate strategy that positioned Mamma Mia! The Party as a market-leading entertainment brand, giving the show greater control of its digital sales strategy while enabling a scalable, data-driven performance framework.
Execution and Innovation
A new affiliate vertical for live entertainment was built, integrating influencer, content, and paid search activity within one connected ecosystem. Through shared data, real-time optimisation, and open collaboration, every decision and investment became fully accountable.
Results
Within six months of launch, affiliate-generated revenue tripled, and Mamma Mia! The Party became one of the UK's most commercially successful affiliate programmes, achieving a 19x ROI.
Judge's Verdict
"An exceptionally clear strategy that beautifully brought together commercial, technical, and creative elements to drive solid results."
"A standout move: enabling the brand to manage its own direct-to-consumer ticket sales, reducing reliance on established intermediaries."
Thanks to our 2026 sponsors
Adtraction is a leading partner marketing platform that helps brands across Europe increase their sales at a predictable cost, while enabling partners to monetise their content and traffic. The company works with brands across multiple industries, ranging from e-commerce to financial services. With a user-friendly platform, Adtraction connects brands with a diverse range of marketing partners, from influencers and media houses to apps, tech platforms and comparison sites. The company was established in 2007 and is headquartered in Stockholm, Sweden, with offices in 12 countries across Europe.
Agenica builds AI marketing employees for brands and media agencies. Unlike generic LLMs, Agenica employees operates on live competitive activity—ads, creative and channel signals, plus a company’s internal KPIs and decision frameworks. It converts that into role-specific recommendations and ready to use briefs: what changed, why it matters, and what to do next.
Atolls helps millions of consumers make smart spending decisions online. These consumers engage with our shopping destinations, including Hotukdeals and over 40 other deal communities, cashback platforms, and coupon sites, throughout their purchase journeys. We enable advertisers to engage with high-intent audiences when and where it matters the most.
Blue Light Card is the UK’s number one discount service for emergency services, NHS, social care workers and armed forces.
With more than three million members across the UK, Blue Light Card works with over 16,500 partners including the likes of Spotify, Toby Carvery, Hotels.com, Cineworld, Sky, EE and Halfords, providing savings, discounts and benefits that often aren’t available to the general public. In 2022 alone, Blue Light Card holders saved over £250 million on everything from holidays and days out to groceries and utilities.
Membership to Blue Light Card for access to all online deals and discounts is quick and easy by registering online at www.bluelightcard.co.uk. A card costs £4.99 and is valid for two years.
There for those that are there for all of us.
Partnerize is the only partnership management solution powering growth for marketers seeking high-quality, scalable subsidies to primary channels through end-to-end software & comprehensive service. Partnerize joined forces with Pepperjam and Brandverity to establish the leading global solutions provider for affiliate marketing and partner automation including brand monitoring and compliance. Partnerize serves 1,800 enterprise and mid-market clients worldwide, driving more than $10B in transactions via their relationships with an ecosystem of 750,000+ partners, including 250,000+ influencers. Partnerize services clients across industries including retail/e-commerce, D2C, travel, finance, telecom, subscriptions and gaming.
The #1 CSS partner for peak performance.
Redbrain is a UK-based CSS partner dedicated to helping online retailers unlock incremental sales by getting their products in front of high-intent shoppers. Founded in 2016 and now recognised as Europe’s #1 Comparison Shopping Service (CSS) partner by volume, we combine advanced AI-driven technology with hands-on expertise to drive billions in additional sales on a CPA basis. We work as an extension of our partners teams, enhancing product visibility across Google Shopping, Microsoft Ads and leading price comparison sites. At Redbrain, we’re focused on transparent, measurable growth that complements existing marketing strategies and maximises ROAS.