Industry News

SeatGeek close to primary ticketing deal with Cowboys

The Dallas Cowboys is reportedly close to an agreement with SeatGeek, the firm’s second primary ticketing NFL deal in the past three months, Amplify Mag reports.

The franchise’s partnership with SeatGeek, which is mainly a resale site, would opt it out of the league’s ticketing deal with Ticketmaster.

SeatGeek also signed the New Orleans Saints in November, making the Cowboys the second team to have opted out of the league-wide deal.

The Detroit Lions switched their primary ticketing to Veritix in 2013, but have decided to move back to Ticketmaster for the upcoming season.

The Cowboys’ deal with SeatGeek has not yet been officially announced, but Amplify Mag reports that the deal is expected to be announced once Ticketmaster’s agreement with the team expires in March.

The company is in the process of pushing its primary business forward after spending much of its existence as a reseller

Tickemaster provides primary ticketing for the NFL’s remaining 30 teams, and retains the official secondary market rights for the Cowboys.

As part of the deal, SeatGeek is not allowed to place any secondary tickets onto its marketplace, with all links redirecting fans to Ticketmaster’s resale site.

Under the agreement, the Cowboys would reportedly gain a three per cent equity stake in the ticketing firm.

The Cowboys have the most seats in the NFL in their 100,000-seat AT&T Stadium, and the team sells more season tickets than any other team.

SeatGeek are confirmed in attendance for TheTicketingBusiness Forum on 17-18 April at Emirates Old Trafford.

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