SeatGeek Italia has teamed up with its first sports partner, Germani Basket Brescia Leonessa, a professional basketball team in the country that plays in the Lega Basket Serie A.

Under the agreement, the firm will provide ticketing technology for all games at the 5,200-capacity PalaLeonessa. SeatGeek will offer access to its SRO ticketing technology, which provides the ability for the client to use tools such as the rules-based engine and CRM platform to improve the online purchase flow.

For online purchases via the ticketing firm, the payment is collected by SeatGeek Italia and then sent over to the client periodically.

Graziella Bragaglio, president of Basket Brescia Leonessa, said: “I’m particularly proud of the fact that Germani Basket Brescia Leonessa is, in the Italian sport market, the first team to adopt SeatGeek’s technology, which is a worldwide leader in the ticketing market.

“It allows us to exploit in the best way possible the relationship with our audience, taking advantage of a greater flexibility and a better way to control the fans experience during the whole purchasing flow.”

The move marks SeatGeek Italia’s first step into the sports market, having focused on the arts and live event clients since it launched in the country in 2018.

Several sports teams, including Manchester City, the Dallas Cowboys, and Maccabi Tel Aviv, currently use SeatGeek’s box office technology.

Andrea Maszeli, ticket sales director for Basket Brescia Leonessa, added: “We are pleased to bring our innovation into the world of Italian sport. The BBL will be the first sports club in Italy to value the potential of a really automated dynamic and totally integrated price in the ticketing system. We have noticed a great appreciation from our clients about the new ticketing system. SeatGeek has generated positive feedback from fans, strengthening the online sales with numbers never seen before in previous years.

“I know SeatGeek globally, that is why we are so proud to deploy this great innovation in ticketing also in the Italian sport market, thanks to this new partnership. SeatGeek’s SRO ticketing system helps us to select our audience, being always ready and effective in communicating with clients, using dedicated and customised offers.”