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NASCAR appoints SeatGeek as official marketplace

NASCAR has agreed a wide-ranging partnership with SeatGeek following the success of the platform’s marketplace in lifting sales at this year’s Daytona 500.

SeatGeek becomes the North American motorsport championship’s first-ever official ticket marketplace partner after it assisted Daytona organisers to increase sales by 29x year-on-year during February’s race.

As an official partner of NASCAR, SeatGeek will have a presence across all NASCAR-owned tracks and digital properties, linking fans directly to SeatGeek’s NASCAR Racing HQ to buy tickets for an upcoming race. SeatGeek will also become a member of NASCAR Fuel For Business Council, allowing them to connect with NASCAR’s broad base of official partners on business-to-business opportunities and co-promotions.

“Fans from all 50 states and 41 different countries across five continents descended upon Daytona to experience the 64th running of the Great American race this past February,” said Daryl Wolfe, NASCAR’s EVP and chief revenue officer.

“Our new partners at SeatGeek did a tremendous job integrating into our ticket sales ecosystem and providing fans with a frictionless process to buy tickets best-suited for their race day needs. Expanding our partnership across all NASCAR owned and operated tracks was an easy decision.”

SeatGeek’s partnership with the Daytona 500 earlier this year enabled fans to buy and sell tickets to the sold-out race. The 2022 NASCAR Cup Series, whose primary partner is Tickets(.com), will conclude in November following the NASCAR Cup Series Championship Race at Phoenix Raceway in Arizona.

“Our partnership with NASCAR helps us engage with one of the most passionate fan bases in sports. To us, this isn’t just a ticketing deal, it’s a true partnership,” said Jeff Ianello, EVP of client partnerships at SeatGeek. “After a hugely successful Daytona 500, it was apparent to us that we are two like-minded brands that prioritise putting the fan experience at the forefront of everything we do. Together, we will create only the best experiences for the NASCAR fans of today and tomorrow.”

In the first half of 2022, SeatGeek has announced new partnerships with the NHL’s Florida Panthers, Citi Open Tennis Tournament, Fiesta Bowl, Kansas City Current of the NWSL, and Leeds United of the English Premier League.

Image: Andrew Roberts on Unsplash

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