Fanatics enters ticketing market with Ticketmaster partnership

Fanatics has launched the Fanatics Ticket Marketplace after partnering with Ticketmaster.

The Fanatics app will allow people to buy resale tickets alongside apparel, merchandise, and collectibles.

The partnership is part of a wider collaboration between the two which enables Ticketmaster tickets to be listed on Fanatics while Fanatics merchandise becomes available on Ticketmaster.

“When you look at the market position that Ticketmaster has built—we wanted to make sure we had as broad and comprehensive an offering as we could,” said Fanatics chief strategy and growth officer Tucker Kain, as reported by Sportico.

“Plus, having Ticketmaster/Live Nation as a potential partner across a number of things, like distributing our merchandise, there’s an opportunity to start here and build a bigger partnership over time.”

For Fanatics, the move is said to be an attempt to tie together all of the company’s offerings while Ticketmaster is looking to use the partnership to broaden its assortment of products and to reach customers in new places.

“Our job is to help all of our clients—sports, concerts, everybody—sell as many tickets as they can,” said Joe Berchtold, president and chief financial officer of Live Nation Entertainment, which owns Ticketmaster, as reported by Sportico.

“Get the tickets in the hands of fans wherever they are, and there are a lot of sports fans at Fanatics.”