StubHub has launched a new loyalty programme that rewards customers in the US who spend more than $10,000 (£7,800/€8,800) annually with VIP access to events, among other perks.

StubHub Beyond claims to be the first secondary ticketing marketplace to launch a loyalty programme, with plans to roll it out globally.

The offering is an auto-enrollment programme for those spending over the $10,000 threshold over a 12-month period, with loyal customers gaining early VIP access to select discount event promotions and invitations to live events, including the Masters (PGA), Lollapalooza and various MLB events.

The StubHub Beyond customers could also be rewarded with “no-questions-asked refund protection and “premier” customer service with a dedicated support team.

StubHub said of the new programme: “The company is retargeting its loyalty offerings and purpose with this launch of StubHub Beyond. In time, the programme will have elements that can be offered to all StubHub users including opt-in levels and experiential layers.

“StubHub’s goal of this benefits-based and experiential-backed program is to extend its mission to go beyond the ticket transaction, and be more to its fans.”

Image: Aneil Lutchman