European basketball’s biggest competition has revamped its ticketing process after appointing MytiGO as its official reservations marketplace.

The three-year deal between Euroleague Basketball and the ticketing solutions provider, formerly Ticket2Final, will enable fans to buy tickets for the end-of-season Final Four, but sell their reservations to others should their team not qualify.

EuroLeague Basketball said it was keen to solve “a problem sports fans have faced for generations”, as they can be reticent about booking tickets in advance without knowing if their team will make it.

“With this partnership, Euroleague Basketball not only helps solve a dilemma for its fans, but also helps them save money by offering tickets at face value,” Roser Queralto, Euroleague Basketball’s chief development officer, said. “It is a win-win situation that benefits the EuroLeague, our loyal fans and MytiGO.” 

This year’s Final Four takes place in Belgrade, Serbia later this week. The four teams taking part are CSKA Moscow, Real Madrid, Fenerbahçe Doğuş and Žalgiris.

“The company’s services significantly optimise the trading of tickets for playoff events in general and for Euroleague Final Four in particular,” Eyal Bechor, chief executive of MytiGO, said.

“Teams’ fans can secure their seats for an event only for the team that interests them. Thus, they significantly lower costs and also get a much more suitable product for their needs.

“Today, more than ever, it is worthwhile for a fan to buy a ticket from the league in advance and immediately offer it for sale on the condition that the team he chose does not qualify. He will immediately receive some of his money back. If his team qualifies the ticket remains his; if his team does not qualify, he will receive the official price of the ticket as well. That’s right, fans can secure their seats now and decide to attend the event later, when their team qualifies.”

IMAGE: Savino Paolella (Flickr)