StubHub’s Cancel and Reissue technology will be used in Spain for the first time after the operator partnered with this year’s Davis Cup Finals international team tennis tournament.
Organisers of the Davis Cup, or the World Tennis Cup, named StubHub as an official ticketing partner and exclusive sales platform.
The finals will take place at the Caja Mágica in Madrid in November and will feature 18 international teams.
The Cancel and Reissue technology helps to tackle ticket fraud by generating a new unique barcode for each ticket that is resold. All tickets are issued with a specific locator for each attendee at the time of purchase. Reissues change the locator, creating a completely new one and deleting the old one if the original buyer can no longer use that entry.
This avoids possible duplications since the ticket sold in the first instance is invalidated and replaced by a new one. One of the main advantages for the user is that, with this technology, the ticket is available for instant download.
Rafa Ortiz, business development director at StubHub International, said: “We are proud to launch such cutting-edge technology in the Spanish market that will allow us to manage all sales between fans in a more efficient and secure way. As a result, all tickets will be available for instant download, significantly improving the shopping experience.”
As the competition’s official and exclusive marketplace, StubHub users will be able to buy and sell their tickets in their local currency and language.
The ticketing firm has also been enlisted as a distributor of VIP and group tickets for the Davis Cup finals, held from November 18 to 24 in Madrid.
Javier Alonso, chief executive of Kosmos Tennis, the company in charge of the organisation of the Davis Cup, said: “It seems essential to us the collaboration of StubHub in the ticket sales for this competition. In a tournament in which it is impossible to know until the last moment who the finalists will be, a totally reliable, official and safe service is needed where whoever has bought their tickets blindly and is no longer interested in attending can get rid of them and recover the cost.
“In this way, even those fans who don’t dare buy their tickets until the last minute will be able to get them right up to the start of the matches.”
Ortiz noted that, according to StubHub’s international purchase data, the popularity of tennis is “booming” in Spain, with a 156 per cent increase in ticket purchases for tennis events between 2017 and 2019.