Gametime has signed its first official team partnerships with more than a dozen franchises across the major North American leagues.
The last-minute mobile ticket marketplace, which is already integrated with Ticketmaster, has agreed collaborations with 14 NFL, NBA and NHL teams.
The San Francisco-based company, whose user base consists of approximately 70% millennials, will work with franchises such as the NBA’s Atlanta Hawks, Milwaukee Bucks and Orlando Magic, the NFL’s Tampa Bay Lightning and the NHL’s Dallas Stars.
Gametime, which was founded in 2013, said that while each relationship will be “unique in structure”, all will focus on “optimising sales for a millennial audience by leveraging the Gametime app as a last-minute sales channel”.
“We’re really looking forward to working with these great franchises to offer wider distribution to a unique market segment that’s purchasing very last minute,” said Larry Martin, senior vice-president of business development for Gametime.
“We’ve been extremely pleased with the net effect for our NFL beta partner and think each team has a significant opportunity to drive incremental business through our popular platform.”
Gametime said it has been working to develop strategic team partnerships to bolster its selection and pricing within the app, while aiding team goals of selling more tickets to a younger demographic.
An early-season pilot of the integration with an NFL team was a major success, with the platform realising its two best-selling regular season NFL games in its history in September.
Gametime activated its last-minute millennial base through digital and mobile push marketing to sell over 3,000 tickets, the most ever for an NFL event. Over 50 per cent of those sales came on the day of the event with 80 per cent coming within 48 hours.
Kyle Brunson, senior vice-president of Ticket Sales & Service at Gametime partner Atlanta Hawks, said: “Driving the next generation in Atlanta to experience Hawks basketball is a priority.
“By leveraging Gametime as a supplemental distribution channel, we feel we have significant opportunity to activate their predominantly millennial audience.”
In August, Gametime was named the fastest-growing consumer brand in the US in a major annual survey filed by the Inc. business magazine.