Group ticketing specialist Spinzo is targeting the live music sector after agreeing partnerships with a host of major North American sports teams in the last year.

The Canadian company had just four big name partners a year ago, but has now added a clutch of teams from the NFL, NBA and NHL.

Spinzo is a demand-based pricing platform where corporations like sports teams can run promotions for group purchases where the final price depends on the number of committed buyers. Prices drop as more people participate, and everyone pays the final low price.

Speaking to the Huddle business news website, chief executive Emmanuel Elmajian said Spinzo is now looking at new markets.

“People I think always viewed concerts as if you want to go, you buy your own ticket. But now with multi-date appearances in some cities, you’ve got some concert tours that have two dates in one city but then they’ll add a third date,” he said.

“Well, then you should add some group experience aspects to it to make sure you could sell the third date.”

Spinzo’s partners now include Arizona Coyotes, Brooklyn Nets, the New York Islanders, the New York Jets, the San Jose Sharks, the Anaheim Ducks, St. Louis Blues, the Carolina Hurricanes, New Jersey Devils, and Columbus Blue Jackets.

The sports teams benefit from Spinzo’s customisable tools, which allow them to operate campaigns with different groups, whether it be schools, organisations, or businesses.

“We have a lot of goal-based campaigns. So you could have a company like IBM that wants to go to a game and the team says to IBM, ‘hey if you guys bring 150 people you get your photo on the court post-game,” Elmajian told Huddle.

“IBM wants to do it, so all of the employees spread the word to their friends and family and other colleagues to try to get to that 150 level.

“The group ticketing space is changing. Group ticketing used to be if you’re part of a big group or a company you get a discount.

“It’s changing from that to be a lot more experiential. So in other words, if you go to schools, for example, you could say, ‘Hey the top-selling school gets a player to visit them at an assembly. So you can have a competition in a school district, the top-selling school gets that perk.”

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