Vivid Seats and AEG deal sees marketplace sign up first NHL franchise

Featured Image: AEG/Vivid Seats

Vivid Seats and sports and live entertainment company AEG have reached a deal that will see the Chicago-headquartered firm become the official secondary ticketing marketplace of the National Hockey League’s (NHL) LA Kings and Major League Soccer’s (MLS) LA Galaxy.

The agreement was brokered by AEG Global Partnerships and marks Vivid Seats’ first deal with an NHL team. 

“We are excited to welcome the LA Kings and the LA Galaxy to our growing roster of team partnerships as we continue to provide Vivid Seats customers with unique and premium experiences,” said Geoff Lester, chief commercial officer at Vivid Seats.

As part of the deal, Vivid Seats will benefit from co-branded on-site activations on game days, while customers will gain access to certain designated premium seating areas at Dignity Health Sport Park (home of LA Galaxy) and Arena (home of the LA Kings). 

Fans purchasing tickets to LA Kings and LA Galaxy fixtures through Vivid Seats will also have exclusive access to ‘Vivid Seats Elite Seats’, an enhanced game day experience offering. Additional perks could also include field passes, parking passes, complementary team merchandise, as well as free food and beverage options. 

“This powerful partnership is further enhanced by the existing integration between AXS and Vivid Seats, ultimately enriching the fan experience for both LA Kings and LA Galaxy fans,” added Nick Baker, chief operating officer, AEG Global Partnerships. 

“We look forward to providing our dedicated supporters with even more access to exceptional game-day moments as a result of this relationship.”