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Houston Dynamo builds on tech-first approach

Houston Dynamo has agreed a new, multi-year ticketing partnership, with the Major League Soccer (MLS) franchise stating that the move aligns with its recent rebrand, which focused – in part – on elevating the gameday experience through a technology-first approach.

As the new ticketing partner of Houston Dynamo FC, the Houston Dash National Women’s Soccer League (NWSL) team and BBVA Stadium, starting from the 2021 season, “SeatGeek will allow fans to enter games via contactless mobile entry and manage their tickets through the app”.

The platform also recently launched SeatGeek Adapt, which helps teams and venues use tools like contactless entry and staggered entrance times so their fans can enjoy games safely in a post-COVID environment.

Dionna Widder, chief revenue officer of Houston Dynamo FC, said: “The digital innovation and fan-first focus offered by SeatGeek aligned perfectly with our recent rebrand vision and that is creating the best experience for our fans, supporters, and guests of BBVA Stadium.

“SeatGeek’s commitment to creating an innovative, fan-friendly ticketing experience is where we want to take our clubs heading into next year.”

The Dynamo and Dash are among several MLS and NWSL teams that have partnered with SeatGeek, including Portland Timbers and Portland Thorns, Sporting Kansas City, Austin FC, as well as an overall league partnership between SeatGeek and MLS.

Paulo Cunha, president of the consumer division at SeatGeek, added: “We couldn’t be happier to work with Houston Dynamo FC to support their goal of bringing an easier and more seamless ticketing experience to their fans. Soccer is such an important sport for SeatGeek as we expand our partnership roster and we’re excited to team up with one of the more forward-thinking MLS clubs out there.”

SeatGeek’s partner roster includes many other US-based major league teams, including the NFL’s Dallas Cowboys and announced last week, the NBA’s Cleveland Cavaliers. The platform is also a ticketer of the Premier League, with partners like Liverpool and Manchester City.

Following a halt in play due to COVID-19 in March, the MLS resumed play in July and concluded its regular season earlier this month, mostly without fans in attendance. The 2020 MLS Cup playoffs begin tonight (Friday).

The NWSL’s 2020 season was severely impacted by the pandemic, with the Challenge Cup in June and July and the Fall Series in September and October the only competition for the league’s nine teams this year. The women’s league will return in mid-May under its new competition format for the 2021 season.

Meanwhile, the MLS reportedly laid off 20 per cent of full-time employees at its New York City headquarters on Thursday as the financial impact of the global coronavirus pandemic on sports continues, multiple sources told Yahoo Sports.