Nathan Hubbard, the former chief executive of Ticketmaster, has signed the first partner for his new ticketing platform, Rival, according to Amplify magazine. 

Through Rival’s deal with Kroenke Sports & Entertainment, it will power Altitude Tickets, which is the in-house ticketing system for NBA basketball team the Denver Nuggets, NHL ice hockey franchise the Colorado Avalanche and Major League Soccer’s Colorado Rapids.

Hubbard raised more than $30m in venture capital to launch Rival in 2018, with the aim of changing the way teams and arenas handle ticketing.

Amplify said few details are known about the deal, except that it does not include the NFL’s Los Angeles Rams or the venues within the $4bn stadium development in Inglewood.

Altitude’s other clients include big names such as 1stBank Center, Dicks Sporting Good Park, Denver’s Paramount Theatre and the Colorado State Fair in Pueblo.

At the time of the May announcement, Hubbard said that Rival will be used by teams and venues to create tickets, and then distribute them for sale, whether through the team or venue’s own online properties or through potential integrations with other sites like StubHub, Ticketmaster or even Amazon.

Amplify said it reached out to Rival, Kroenke and AEG for comment but did not receive a response by press time.

Image: Josh Sorenson