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Ticketmaster sets first with Fanatics partnership

Ticketmaster has agreed a long-term partnership with online sports merchandise retailer Fanatics in a move that will integrate official verified tickets and licensed merchandise in the fan shopping experience of both sites in the US.

In what is claimed to be an industry-first deal, the partnership will provide leagues, teams and colleges with an integrated e-commerce solution while leveraging each company’s customer database to drive a unique fan rewards program.

Ticketmaster serves as the official ticketing partner of the National Football League (NFL), National Basketball Association (NBA), National Hockey League (NHL), College Football Playoffs (CFP), golf’s PGA Tour and teams, bowl games and universities across the US.

Under the new deal, Ticketmaster will be the exclusive ticketing provider to Fanatics, providing fans the opportunity to immediately purchase tickets through embedded links on Fanatics.com, FansEdge.com and hundreds of e-stores for teams and leagues.

In addition, every purchase made by fans will also include Fanatics FanCash, a proprietary rewards program which provides fans with real currency redeemable on products across the company’s network of e-stores.

“As the go-to destination for event tickets and the official ticketing partner to so many incredible sport clients, we’re always looking for ways to enhance the fan experience while simultaneously adding value to our partners,” Jared Smith, president of Ticketmaster, said in a statement. “Partnering with Fanatics in this way is the definition of a win-win for us, for Fanatics, for our common rights holders and for fans.”

Ticketmaster will seek to leverage its extensive reach of sports fans to provide Fanatics with the ability to deliver special offers to past purchasers or target new customers. Over time, Fanatics clients will have the ability to offer personalised up-sells of team gear or bundled offers through the ticket purchase process on Ticketmaster.

Ticketmaster and Fanatics will also partner on marketing and brand activations at key sporting events and the New York-based retail stores. The Bloomberg news agency said that every purchase from Ticketmaster will come with $3 (£2.30/€2.60) to spend across the Fanatics network.

Cole Gahagan, chief commercial officer of Fanatics, added: “As partner to leagues, teams and schools, Ticketmaster and Fanatics have a shared responsibility to help stakeholders amplify their brands and grow their businesses.

“By teaming up, we’re now in a remarkably unique position to not only boost event awareness, but to also reward fans, and increase the value of buying tickets and attending games. It’s a big win for every member of the sports community.”