North American ticket marketplace TicketSmarter has added NBA team New Orleans Pelicans to its list of partners.
The resale platform, recently acquired by security group Digital Ally, will provide Pelicans fans with the opportunity to buy and sell tickets. TicketSmarter is the official ticket resell partner of the famous Rose Bowl Stadium in Pasadena and the title sponsor of the TicketSmarter Birmingham Bowl with ESPN Events. Additionally, Kansas-headquartered TicketSmarter is the official ticket resell partner of more than 35 collegiate conferences.
The Pelicans play at the 18,000-capacity Smoothie King Center.
“We are excited to partner with the New Orleans Pelicans as an extension of our strategy to develop strong, mutually beneficial relationships that provide Pelicans fans with an enhanced ticketing experience,” said Jeff Goodman, TicketSmarter’s chief executive. “We look forward to developing our relationship with the Pelicans over the next several years.”
Stan Ross, chief executive of Digital Ally, said: “As we acquired TicketSmarter in the third quarter of 2021 we were optimistic in the growth potential Jeff Goodman and his team showed.
“Immediately TicketSmarter has shown its capability to scale its platform to handle any size partnership. We are proud of the trust the Pelicans have placed in TicketSmarter to give their fans the best ticket buying and selling experience.”
Digital Ally purchased TicketSmarter and Goody Tickets for $14.1m in September with approximately 70% paid at closing through a combination of cash and Digital Ally shares. The remaining balance is to be paid through an earn-out promissory note payable by March 31, 2022.
Digital Ally said it was eager to leverage organisational synergies and optimise integration opportunities with existing divisions, such as video recording and health protection products.
TicketSmarter achieved revenues of around $20m annually prior to the COVID-19 pandemic.
It became the official secondary ticket resale marketplace partner for the Big Ten Conference and the Big Ten Network earlier this year.