FanRally, a ticketless software platform that allows sports teams to offer customers a monthly subscription for their seat rather than a season ticket, has linked up with National Hockey League (NHL) side LA Kings and ticketing platform AXS. 

The Kings are the latest outfit to utilise the software-as-a-service (SAAS) from FanRally. With the software and the app, teams and universities are able to keep 100% of their subscription membership revenue. 

Stanford University’s athletics fans are able to use the service to reserve seats for ticketed regular season women’s sports events. 

The Cardinal W Pass programme is an annual subscription that allows fans to support sports such as basketball, soccer and volleyball. A Cardinal subscription through FanRally’s platform starts at $30 (£21.85/€25.86) a month or $45 for the premium membership.

Major League Baseball (MLB) franchise Milwaukee Brewers and the University of Pittsburgh also utilise FanRally’s subscription service. 

On partnering with the Kings, FanRally founder and chief executive Chris Giles told the LA Business Journal that “obviously being in a market like (Los Angeles) is big for us. Very big”. 

Ryan Miller, the Kings’ vice president of ticket sales, also told the LA Business Journal that FanRally will give the NHL franchise a “direct relationship with every person that enters our building, and that is an absolute game-changer.” 

In September, Giles said that live events were “the next subscription frontier and we’re providing teams with a turnkey solution”. 

Giles added: “I’ve yet to talk to a team executive that is having any real success selling ticket bundles to modern consumers. Based on current consumption trends, we expect ticketless subscription revenue to surpass season ticket revenue within the next five years and completely replace it within 10 years.” 

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