Tickets.com has agreed a deal with Minor League Baseball (MiLB) to become the organisation’s first-ever official ticketing partner.

The digital ticketing platform, Tickets.com’s ProVenue, will represent the MiLB’s 160 affiliated professional baseball teams.

MiLB is the governing body for all professional baseball teams in the United States, Canada, and the Dominican Republic that are affiliated with Major League Baseball clubs through their farm systems. In 2016, MiLB attracted 41.3 million fans to its ballparks.

The long-term agreement will see the two organisations create a consumer innovation lab to develop new ideas and initiatives to connect fans to ballparks, teams, players and communities through technology, while also providing a storytelling platform of the MiLB fan experience.

“We have continuously been an industry-leader in family entertainment with over 41 million fans attending games in our ballparks annually,” said Pat O’Conner, president and chief executive of MiLB.

“Looking forward, we have some lofty attendance goals, and our long-term partnership with Tickets.com represents a core pillar to our overall growth strategy.”

Ken Babby, owner of the Jacksonville Jumbo Shrimp and Akron RubberDucks and chairman of the Baseball Internet Rights Company (BIRCO) Board, added: “Technology is at the forefront of our commitment to super-serve the MiLB fan. After a 12-month process, it became clear that Tickets.com was the perfect technology partner to power our ever-evolving and growing ticketing needs.”

Tickets.com has previously partnered with several teams within the MiLB across all classification levels. Through the new partnership, its ProVenue platform and infrastructure will be used with participating teams to enable widespread integration for crossover marketing and promotional opportunities.

The move will be the first time participating franchises will have access to universal ticketing technology and customer experience data that will help enhance the fan experience.

Joe Choti, president and chief executive of Tickets.com, said: “Minor League Baseball is renowned for its creativity in crafting family friendly, affordable environments and we’re thrilled to be its first official ticketing provider.

“Tickets.com is committed to building this partnership from a strong foundation of reliable and secure ticketing technology. We are excited to get started, working closely with Minor League Baseball and its clubs to exceed the expectations of today’s fans for user-friendly, intuitive mobile ticketing options.”

Tickets.com’s technology includes interactive seat maps, ballpark pass subscription ticketing, ProVenue Access Control, ticket forwarding, Apple Wallet and email marketing tool CrowdConnect.

Image: MiLBPR