Exhibit 10.1

SPONSORSHIP MARKETING AGREEMENT

Sponsorship
Marketing Agreement ("Agreement"), dated as of April 1, 2002 ("Effective
Date"), between Ticketmaster L.L.C., a Delaware limited liability company, having its principal office at 3701 Wilshire Boulevard, Los Angeles, California 90010
("Ticketmaster"), and American Express Travel Related Services Company, Inc., a New York corporation located at 200 Vesey Street, New York, New
York 10285 ("Amex"). This Agreement shall be deemed to include all Exhibits and Schedules attached hereto.

WHEREAS,
the intention of Ticketmaster and Amex is to form a strategic alliance and to set forth herein their agreement and understanding with respect to their formation of such
strategic alliance;

WHEREAS,
the parties will enter into a relationship for a three year sponsorship agreement in the Territory (defined in Section I below), involving specific
agreed-upon promotional activities and strategies and to explore synergies and use efforts to stimulate Amex Card usage and increase the volume of Ticketmaster transactions;

WHEREAS,
Ticketmaster conducts advertising and promotion in a variety of media and may expand to other media in the future including media now known or hereafter developed; and

WHEREAS,
Ticketmaster has offered to Amex, and Amex has agreed to accept, an exclusive sponsorship opportunity ("Sponsorship
Opportunity," "Sponsorship") to be the only credit card company promoted and advertised by Ticketmaster in certain sponsorship
media referred to herein;

NOW,
THEREFORE, in consideration of the promises, mutual covenants and agreements contained herein and other good and valuable consideration, the receipt and sufficiency of which are
hereby mutually acknowledged, the parties hereto agree as follows:

For
ease of reference, this Agreement sets forth the following provisions:

I.DEFINITIONS.

"Amex Card"= a general purpose payment card bearing an American Express name, logo, trademark, service mark or copyright is called the "Amex Card" or
"American Express Card." The person whose name is embossed on the face of the Amex Card is the"Cardmember", and all amounts payable by Cardmembers for
purchases made with the Amex Card are called"Charges".

"Business Day"= a day other than Saturday, Sunday, national holidays, or any other day on which banks in the City of New York are permitted or
required to be closed.

"Call Center Agents"= telemarketing center service representatives or employees of Ticketmaster, whether live or recorded voice.

"Card Service Agreement"= that certain agreement, entitled "Agreement for American Express Card Acceptance" dated as of April 1, 1999 by
and between Ticketmaster and Amex governing acceptance of the Amex Card by Ticketmaster, certain direct and indirect subsidiaries and affiliates of Ticketmaster and by Ticketmaster Outlets in the
Territory.

"Competing Credit Card Company"= means any company that directly competes with Amex with respect to any general purpose payment card (including,
by way of example and not limitation, MasterCard, Visa, Discover/NOVOUS, Diners Club, Carte Blanche and JCB), and any financial institution to the extent it issues a general purpose payment card, but
only with respect to the issuance of any such general purpose payment card.

1

---

"Confidential Information"= this Agreement and all information conveyed by either party to the other party relating to the disclosing party's
business, which is designated by the disclosing party in writing as proprietary and confidential, subject to the provisions of Section III.F of this Agreement.

"Customer Lists"= the list(s) maintained by Ticketmaster of those consumers who have ordered Tickets to an event through the services provided
by Ticketmaster as agent for various venues and/or promoters or purchased merchandise through the Ticketmaster System at any time and from time to time, including prior to the date of this Agreement.

"Force Majeure"= any reason which is beyond any party's control, such as boycotts, war, acts of God, labor troubles, strikes, restraints of
public authority, or any similar occurrence in which a party is unable to perform its obligations hereunder.

"Internet"= In general, a collection of networks connected to each other using TCP/IP technology, and more particularly, for the purposes of this
Agreement, the world wide web portion of the collection of networks through which users can interact with web sites.

"Materials"= the materials, which may include but not be limited to print matters (i.e. Tickets, Ticket envelopes, and Ticket mailing insets, if
any), Call Center Agents' scripts, text code for Internet web pages, and any other materials which Ticketmaster or Amex agrees in its discretion to cause to be prepared, distributed, published, posted
or disseminated from time to time, to consumers of Ticketmaster appearing on the Customer Lists, Cardmembers, or Prospects as provided for herein.

"Phone Names"= means the names, and other personally identifiable information (other than Email addresses or credit card information), that
Ticketmaster collects from people purchasing Tickets over the phone and through the IVR system.

"Promotion Copy"= all advertising copy for any and all of the Materials, including print materials, telemarketing script copy, radio scripts,
and text code for electronic and Internet marketing.

"Prospects"= members of the general public to whom the Sponsorship may be advertised by Ticketmaster and who may consider purchasing Tickets or
merchandise through Ticketmaster through any distribution channel.

"Sponsorship Media"= shall mean, collectively, and as such categories may be expanded from time to time pursuant to this Agreement, Internet
promotion, telephone sales promotion, and Print promotion, as such terms are defined and set forth more particularly in this Agreement.

"Territory"= shall mean the United States of America (including the 50 United States and Washington, D.C., the U.S. Virgin Islands and Puerto
Rico).

"Ticketing"= shall mean the sale of Tickets through the Ticketmaster System.

"Ticketmaster"= shall mean, for the purpose of the performance of Ticketmaster's obligations under this Agreement, Ticketmaster L.L.C. and not
Ticketmaster Corporation or Ticketmaster Group or any other live event ticketing unit or affiliate owned by any of them including, without limitation, TicketWeb, Inc., TM VISTA, Inc. and
ReserveAmerica Holdings, Inc., unless such unit or affiliate is listed in Exhibit C, and not any entity engaged in live event ticketing that is acquired by any of them or Ticketmaster
L.L.C. during the Term unless Ticketmaster and Amex agree to amend Exhibit C to include such entity.

"Ticketmaster Controlled Media"= shall mean print materials and advertisements directly produced and primarily controlled by Ticketmaster but
shall not include media or advertisements primarily controlled by third parties which receive advertising allowance from Ticketmaster.

2

---

"Ticketmaster Outlets"= shall mean retail ticket selling agencies owned and controlled by third parties which have entered into agreements with
Ticketmaster to make Tickets available through the Ticketmaster System.

"Ticketmaster System"= shall mean the hardware, software, related procedures and personnel, repair and maintenance services established and
maintained by Ticketmaster for the purpose of selling, auditing and controlling the sale of Tickets for events or merchandise.

"Tickets"= means a printed evidence of the right occupy space at or to attend an event.

Other
terms used herein shall have the meanings ascribed to them throughout this Agreement.

II.THE PROMOTION

---

**
Ticketmaster has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information be kept
confidential.



3

---



4

---



5

---



6

---



---

**
Ticketmaster has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information be kept
confidential.



7

---



---

**
Ticketmaster has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information be kept
confidential.

8

---



---

**
Ticketmaster has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information be kept
confidential.



9

---



10

---







11

---







12

---



13

---



14

---



15

---



---

**
Ticketmaster has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information be kept
confidential.



16

---



---

**
Ticketmaster has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information be kept
confidential.



17

---



---

**
Ticketmaster has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information be kept
confidential.



18

---



III.GOVERNING PROVISIONS OF AGREEMENT





19

---



20

---



21

---



22

---





23

---





24

---









25

---



26

---



27

---



IN WITNESS WHEREOF, Ticketmaster and Amex have caused this Sponsorship Marketing Agreement to be duly executed effective as of the date
first above written by their respective officers duly authorized.

|TICKETMASTER L.L.C.                                    |                                                                                              | 
|------------------------------------------------------ | -------------------------------------------------------------------------------------------- | 
|                                                       |                                                                                              | 
|By:                                                    | /s/BRADLEY K. SERWINName: Bradley K. Serwin
Title: Vice President
Date: on July 12, 2002     | 
|                                                       |                                                                                              | 
|AMERICAN EXPRESS TRAVEL RELATED SERVICES COMPANY, INC.
|                                                       |                                                                                              | 
|By:                                                    | /s/JUDY HOFFSTEINName: Judy Hoffstein
Title: Executive Vice President
Date: on July 17, 2002 | 

28

---



EXHIBIT AMEDIA PLAN

**

---

**  Ticketmaster
has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information
be kept confidential.

29

---

EXHIBIT BSIZE AND SPECIFICATION OF AMEX LOGO

American Express Worldwide Identification Standards
11/01

Guidelines on using the Blue Box logo:

General



Color



30

---



Size



Guidelines on using graphics:



Guidelines on using the Blue Box logo with taglines, such as "Official Card of..." or "Teamed with American Express":



****
"TEAMED WITH" AMEX LOGO *****



For
more information, please contact Global Brand Management: Lisa Skilling: 212-640-7922

31

---

EXHIBIT CTICKETMASTER SUBSIDIARIES AND AFFILIATES

Ticketmaster-Indiana
L.L.C.
Ticketmaster Indiana (a joint venture)
Ticketmaster Group Limited Partnership

32

---

EXHIBIT DFORMULA FOR CALCULATING THE AMEX BASELINE

**

---

**  Ticketmaster
has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information
be kept confidential.

33

---

EXHIBIT ESCHEDULE FOR DELIVERING AMEX CREATIVE

**

---

**  Ticketmaster
has requested from the SEC confidential treatment of this information. A complete copy of this Exhibit has been sent to the SEC along with a request that this information
be kept confidential.

34

---

QuickLinks