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In today’s highly competitive carrier market, T-Mobile has taken an entirely new approach to customer attraction and retention. Through a growing physical presence at the country’s biggest entertainment and sporting venues, the company is expanding coverage and access beyond just mobile service — into the real world.

At live events like Lollapalooza, the Las Vegas Grand Prix and, most recently, Stagecoach, T-Mobile ‘s customer-only lounges, coined Club Magenta , offer members a VIP-level experience sans VIP ticket pricing. Introduced in February 2024, Club Magenta is one of several perks that come with “ Magenta Status ,” T-Mobile’s free loyalty program launched at the same time.…