SeatGeek is seeking to boost its group sales offering through a new partnership with Project Admission.

Through the partnership, SeatGeek will integrate Project Admission’s software directly into its primary ticketing platform to deliver a suite of group sales tools for rights holders.

SeatGeek said the partnership with the Nashville-based technology company will be beneficial for teams, venues and artists in terms of traditional group sales, customised digital storefronts and bulk distribution tools.

The National Basketball Association’s (NBA) New Orleans Pelicans has become the first SeatGeek client to leverage its new suite of group sales tools, powered by Project Admission. SeatGeek said a number of other major league teams are expected to launch their own integrations later this year.

“A common question we get from rights holders is how we can help them increase their group sales revenue,” said SeatGeek co-founder Russ D’Souza. “The integration with Project Admission will be a game-changer for teams looking for easier and more efficient group sales management.”

Project Admission is a tech platform designed to expand ticket distribution by helping brands, influencers and fans buy and sell authentic tickets through direct and social channels.

Chief executive and co-founder Stephen Glicken said boosting group sales should be an important focus for teams looking to reduce the approximately 40 per cent of tickets that go unsold in the US each year.

“It’s been a great experience partnering and integrating with SeatGeek,” said Glicken. “Russ and his team have made us feel like true partners and we’re excited to bring our distribution and group sales tools to their growing roster of world-class clients. We look forward to helping SeatGeek and their clients get fans back in seats.”