StubHub becomes NFL’s first integrated ticket reseller

StubHub has become an NFL Authorised Ticket Resale Marketplace following an overhaul of the North American league’s ticketing arrangements.

It was announced last week that the NFL’s long-standing partner Ticketmaster is to create an open architecture, fully digital ticketing system for the league.

Now, in a multi-year agreement that will begin in the 2018-19 season, StubHub has become the first marketplace to be permitted to integrate directly into the primary ticketing systems of the 32 NFL clubs.

While the NFL is allowing other ticketing marketplaces to integrate into their primary platform, StubHub is to be granted certain exclusive marketing rights and benefits. The company will also partner with the NFL to provide insights on customer data as well as jointly work on research to enhance the event-going experience.

“We are thrilled that the NFL has chosen StubHub’s massive, industry-leading marketplace to give its fans a seamless and reliable ticketing experience,” said Perkins Miller, general manager North America of StubHub.

“We applaud the NFL for being among the first professional sports leagues to provide its fans more choices than ever when it comes to buying and selling tickets.”

The eBay company said the deal will simplify the buying and selling process, and provide “a host of innovative technology, including pricing guidance, best value recommendation and panoramic 360-degree virtual view-from-seats”.

“Our goal is to give our fans as many safe, secure options as possible to buy official NFL tickets and to simplify the purchasing process,” said Brian Lafemina, the NFL’s senior vice-president of club business development.

“Partnering with StubHub, a site where many NFL fans buy and sell NFL tickets was a logical step for us and we look forward to working with them to continue to make the NFL ticketing process as seamless as possible.”

Last week, the ticketing operator said it is expecting a challenging end to the year after announcing a modest performance during the third quarter.

IMAGE: KeithJJ (Pixabay) (logo added)

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