Future Stadiums & Venues

Manchester City partner with SeatGeek for mobile-first ticketing

Startup to serve as primary ticketing partner of Premier League champions.

by Elena Holmes

Manchester City partner with SeatGeek for mobile-first ticketing

Premier League champions Manchester City have announced a partnership with SeatGeek.

The mobile-focused ticket platform will serve as the English soccer side’s official primary ticketing partner, starting in the 2018/19 season.

City will use the SeatGeek Enterprise ticketing platform (SRO) to ‘continue to improve the fan experience and streamline systems and processes’.

The SRO platform will also be used by City’s women’s team, and across the club’s Etihad Campus headquarters, and will form an ‘integral part of the club’s transactional software and reporting systems’.

SeatGeek said City’s executive team have ‘wide-ranging ambitions to develop ticketing, membership and corporate hospitality solutions’, and selected SeatGeek and the SRO platform following a detailed review of the sports ticketing market.

The team will join a growing number of UK-based clubs using SeatGeek as their primary ticketing provider, including 25 per cent of the Premier League.

The news comes after the ticketing company agreed a multi-year deal in March with the National Football League (NFL) which gave the startup a presence in the market alongside established ticketing companies Ticketmaster and StubHub.

On Thursday, SeatGeek announced its first naming rights sponsorship deal through a partnership with the home stadium of Major League Soccer’s (MLS) Chicago Fire, which will become known as the SeatGeek Stadium.

“We see the UK, and much of Europe, as a major growth opportunity for our primary ticketing solution SeatGeek Enterprise,” said Russ D’Souza, co-founder of SeatGeek. “Partnering with Manchester City is a big moment for SeatGeek, as we continue to see the massive opportunity to bring world class technology to ticketing.”

Danny Wilson, operations director at Manchester City, added: “At Manchester City we’re committed to developing the fan experience in all aspects of our operation, and see our ticketing systems as an integral part of this. SeatGeek are a recognised industry leader with an excellent track record of providing innovative ticketing software, so we’re incredibly excited to kick off this new partnership.”

Manchester City secured the Premier League title following Manchester United’s shock defeat at West Bromwich Albion on 15th April, which gave the Sky Blues an unassailable 16-point lead at the top of the table. City beat Swansea City 5-0 at home on Sunday, and will travel to play West Ham United on 29th April.