MCD

What MCD does

MCD Productions (DBA MCD) is Ireland's largest live entertainment concert promoter, operating from Dún Laoghaire since 1980. The company promotes and produces live music, comedy, theatre, and family entertainment events across an integrated network of more than 80 venues in Ireland and the United Kingdom, including Ireland's flagship stadiums and arenas — Croke Park, Thomond Park, Aviva Stadium, 3Arena Dublin, and The O2 Belfast — as well as intimate theatres and clubs. MCD's go-to-market is event-driven: it books touring acts into venues, then markets dates to consumers via mcd.ie and Ticketmaster.ie, with a default 12.5% per-ticket service charge (capped at €10.50) providing the transaction-level revenue mechanics. The company has a strategic co-promotion relationship with Live Nation for major international tours, and operates the MyMCD free membership program (presale access, early announcements, member competitions) as a direct-to-consumer retention layer. Pricing varies widely by artist and venue, with recent examples ranging from approximately €39–€252 per ticket, often including venue facility/restoration fees.

Name

MCD

Legal name

MCD Productions

Website

https://mcd.ie

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

MCD Productions is Ireland's largest live entertainment concert promoter, producing music, comedy, theatre, and family events across 80+ venues in Ireland and the UK, including Croke Park, Thomond Park, and 3Arena Dublin, distributed via Ticketmaster and MyMCD presale membership.

Ownership category

akta.pro rank

Product category

Live Entertainment Promotion

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Speakers, Hosts & MC Talent Management (HSACAHAC)

Keywords

• Concert promotion services
• Live event management
• Live entertainment promotion
• Event ticketing services
• Music concert promotion

Headquarters

HQ city

Dún Laoghaire

HQ country

Ireland

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D

Revenue model

1. Event Ticketing and Promotion: MCD generates revenue through promoting and producing live entertainment events including concerts, comedy shows, theatre performances, and family events. Revenue comes from ticket sales at various price points, with bookings subject to 12.5% service charge per ticket (max €10.50). The company operates across multiple venue types from intimate theatres to stadium venues.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

MCD is Ireland's leading live entertainment promotion company, organizing and producing concerts, comedy shows, theatre performances, and family entertainment events across an extensive network of 80+ venues in Ireland and the UK. The company promotes major international touring acts and Irish artists at venues including 3Arena Dublin, Croke Park, Thomond Park, and The O2 Belfast, with tickets sold through Ticketmaster and exclusive presale access via the MyMCD membership program.

Product overview

MCD (MCD Productions) is Ireland's premier live entertainment promotion company operating as a platform for concert and event promotion. The core offering consists of live music, comedy, theatre, and family entertainment events promoted across an extensive venue network including 3Arena Dublin, Croke Park, Thomond Park, and 60+ partner venues throughout Ireland and the UK. MCD operates through its main website platform (mcd.ie) which integrates Ticketmaster for ticketing, and offers a free MyMCD membership for presale access. The product portfolio spans Music Events (rock, pop, folk, metal, electronic), Comedy Shows, Art & Theatre, and Family & Exhibitions. The company promotes major international touring acts as well as Irish artists across indoor arenas, outdoor venues, and intimate theatre settings.

Differentiator

Problem solved

Functional benefit

Products and services

• MCD Concerts and Live Events MCD's primary offering is concert promotion and live event management across Ireland and the UK, featuring major international and Irish artists at venues including 3Arena Dublin, Croke Park, Thomond Park, and outdoor venues like Marlay Park. The service covers music, comedy, theatre, and family entertainment events with tickets sold through Ticketmaster.
• MyMCD Presale Access Membership Free membership program providing exclusive presale access to high-demand events, member-only competitions, and early event announcements delivered via email at [email protected] and [email protected]. Targets committed fans seeking guaranteed access to sold-out shows.

Quantifiable outcome

• The company promoted events that drew 1.2 million attendees for Robbie Williams' 2025 stadium tour
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Ticketmaster IrelandcoreChannel Partner/ Reseller/ DistributorTicketmaster serves as the primary ticketing platform for all MCD events. All ticket sales processed through Ticketmaster.ie with booking fees and service charges applied. MCD events link directly to Ticketmaster for ticket purchasing.
• Live NationcoreStrategic or Co-development PartnerMCD is associated with Live Nation for touring productions. Major tours such as Diljit Dosanjh's Aura World Tour and Joji's SOLARIS tour are promoted by Live Nation in partnership with MCD for Irish dates.
• Sony Music Nashville / Free Flight RecordsminorStrategic or Co-development PartnerDarren Kiely was one of the first artists signed to Sony Music Nashville's non-country imprint, Free Flight Records. MCD promotes Darren Kiely's Irish tour dates.
• FIFAminorGTM or Marketing PartnerRobbie Williams serves as Official FIFA Music Ambassador, having co-written and recorded the first ever Official FIFA anthem 'Desire' featuring Laura Pausini. MCD promotes Robbie Williams' Irish tour dates.

Scale indicators16 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aiken Promotions: Aiken Promotions is one of Ireland's leading concert promoters, directly competing with MCD in the Irish live entertainment market. They promote major international acts at venues across Ireland and represent a primary alternative for artists seeking Irish tour dates.
• SJM Concerts: SJM Concerts is a UK-based concert promoter that also operates in Ireland, directly competing with MCD for major international touring acts. They promote stadium-level events and have similar artist relationships in the UK/Ireland market.
• Primary Talent International: Primary Talent International is an Ireland/UK-based talent agency and concert promoter that represents artists and books tours. Their dual role as agent and promoter makes them comparable to MCD's full-service promotion model.

Broad incumbents

• Live Nation: Live Nation is the world's largest live entertainment company and a strategic partner of MCD. While they co-promote tours in Ireland, Live Nation's global scale and direct artist relationships make them both a critical partner and a potential competitive threat to MCD's market position.
• AEG Presents: AEG Presents is the second-largest live entertainment promoter globally, operating across the UK, Europe, and the US. As a broad incumbent, AEG competes with MCD for international touring acts and offers scale advantages that MCD cannot match.
• WME (William Morris Endeavor): WME is a global talent agency that represents artists and increasingly promotes live tours. As a broad incumbent with significant market power, they represent both artists that MCD promotes and compete for live entertainment economics.

Regional players

• DF Concerts: DF Concerts is a leading Scottish concert promoter operating primarily in Scotland. While focused on Scotland rather than Ireland, they operate in the broader UK/Ireland touring circuit and compete for similar artist relationships.
• DHP Family: DHP Family is a UK-based live entertainment company that promotes concerts and operates venues. While UK-focused, they promote similar artists and compete in the broader UK/Ireland concert market.
• Kilimanjaro Live: Kilimanjaro Live is a UK concert promoter that books and promotes major international acts in UK venues. They are a relevant regional competitor in the UK touring circuit where MCD also operates.
• Metropolis Music: Metropolis Music is a UK-based concert promoter that books tours for major international artists. They operate in the UK market where MCD also promotes events, making them a comparable regional peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mcd_productions

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MCD