The new deal, which builds on an existing agreement, marks the first new partnership of the expanded 16-university conference.
Through the deal, SeatGeek will further its brand presence in new markets through prominent sponsorship assets, such as event entitlement of Big 12 Homecoming’s music platform and a supporting partnership of Big 12 Pro Day. The agreement will also include in-venue signage and LEDs at all Big 12 Championship games and media assets across broadcasts. Additionally, the company will elevate its digital presence through the Big 12 website and social media accounts.
As the official ticket marketplace, fans across the conference Big 12 fans will continue to use SeatGeek to seamlessly price, list, verify and sell their tickets via mobile or web for all games and major events.
“We are excited to partner with SeatGeek as the Conference’s Official Ticket Marketplace,” said Big 12 commissioner Brett Yormark. “We look forward to working alongside SeatGeek as the Big 12 continues to innovate our ticketing business and provide our fans with the best possible game day experience.”
SeatGeek’s presence in college sports
This announcement reinforces SeatGeek’s commitment to college athletics. Last year, SeatGeek announced a partnership with Paciolan, the largest ticketing company in college athletics, and later, an integration with 90 NCAA university athletic programmes and 15 live entertainment venues that the company tickets.
“College sports have evolved into the fastest-growing and most dynamic sector in live entertainment, presenting tremendous opportunities for innovation,” said Russ D’Souza, president of supply and co-founder of SeatGeek.
“By extending our reach with one of the biggest conferences in college sports, we’re doubling down on our commitment to enhance the game day experience and connect even more fans with the teams they love.”
The Big 12 began play in 1996 and is the home of 87 team NCAA national championships, and 764 individual national champions. The Big 12 Conference office is located in Irving, Texas.