SeatGeek partners can now sell tickets directly through Facebook in a deal the operator said is illustrative of the industry’s “move toward openness”.

SeatGeek announced that its partners will now be able to offer their inventory to the social media giant’s two billion active monthly users.

The distribution partnership comes a year after the New York-based company launched its SeatGeek Open platform, which allow sports franchises, artists and others to sell tickets directly through third-party websites and apps, including online retailers, social media websites and travel tools.

The first company to utilise the Facebook tie-up is MLS team Sporting Kansas City, which employs SeatGeek as its official primary ticketing partner.

In a statement, the firm said: “As the world’s largest social media network, Facebook powers an incredible amount of delightful discovery of information for their users, whether it is through a news post, long-lost childhood friend, or adorable cat video. We’re stoked to be able to add a piece of the live entertainment world to that.

“While we have already seen great success with SeatGeek distribution partners such as Gametime and TicketNetwork, adding the world’s largest social network to the mix is a game changer for both clients and fans.

“Exposing inventory directly to fans on Facebook will make for a seamless shopping experience, resulting in more tickets sold, more events attended, and most importantly, more fun for fans.”

SeatGeek said it expects more of its partners to offer tickets directly via Facebook in 2018 “as the industry moves toward openness”.

The company added: “We’re thrilled for fans to begin to see this partnership in action in their newsfeeds, as we continue to put the fan first in an industry that for too long has been more than happy to sit on its hands when it comes to innovation.”

The Facebook deal comes just weeks after SeatGeek unveiled its new SeatGeek Enterprise platform, which combines its collection of primary ticketing services into a single brand.