The concert market is at an all-time peak in Canada, and Sarah Elliott is a driving force behind the industry’s biggest giant: Ticketmaster. The ticketing company continues its reign as the leader in an era defined by record-breaking sales and stadium tours. Since stepping into her role in 2025 (she was previously vice president of sales), she and the team have added millions of tickets to the company’s annual ticket volume, and Ticketmaster has already rewritten history in 2026 by breaking its single-day sales record with Bruno Mars’ Romantic Tour moving 2.1 million tickets in a day. Elliott has a crucial role, managing venue and promoter partnerships throughout Canada, improving cross-border operations and playing a role in negotiations and public relations engagement around ticketing legislation — including responding quickly to a new bill banning resale tickets over face value. Though its dominance and connection to Live Nation remains controversial, there’s no doubting Ticketmaster’s market share dominance.