Future Stadiums & Venues

NFL partners with SeatGeek as part of ticketing strategy

Mobile-first ticketing firm to serve as secondary ticket provider of league.

by Elena Holmes

NFL partners with SeatGeek as part of ticketing strategy

The National Football League (NFL) has announced a multi-year partnership with SeatGeek.

The mobile-first ticketing startup will serve as an official secondary ticket provider of the league, joining larger rivals Ticketmaster and Stubhub, which supply ticketing services to the NFL.

The agreement allows SeatGeek to sell verified NFL tickets through its own marketplace starting this year. This could include primary tickets sold directly from clubs as well as resale tickets listed by fans - inventory simultaneously listed through the other companies.

The agreement follows a move by the NFL to open up the ticketing category after Ticketmaster held exclusive rights for a decade. While historically, teams were limited to selling tickets exclusively through their primary ticketing partner, the NFL’s renewal of its longstanding partnership with Ticketmaster, in a deal covering the 2018 to 2022 seasons, moved away from an exclusive contract. The new agreement allows other league-approved companies to access verified tickets and sell them across the internet.

StubHub, which is owned by online retail giant Ebay Inc, agreed a deal to serve as the league’s first authorised secondary ticketing partner in October, a role that SeatGeek will now also take up. Similarly to StubHub’s deal, New York-based SeatGeek’s platform will also be directly integrated into the digital ticketing system Ticketmaster is installing across the league.

However, SeatGeek will not gain the additional marketing rights that StubHub holds.

The financial terms of the new deal with SeatGeek have not been disclosed.

The news comes after SeatGeek agreed a deal with the NFL’s Dallas Cowboys, which sees the company serve as a primary ticketing provider with an additional focus on non-game events at the franchise’s AT&T Stadium and practice facility.

SeatGeek purchased Israeli ticketing software company TopTix last year, and has so far secured partnerships with the NFL’s New Orleans Saints and the National Basketball Association’s New Orleans Pelicans, as well as several Major League Soccer (MLS) clubs.

“Our goal has been to prove to teams that they will benefit from being open, as opposed to the closed, legacy systems,” said Russ D’Souza, co-founder of SeatGeek. “Now the largest league in the world is embracing the concept, and we’re thrilled to be part of that network.”