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*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.
Next time you hop into an Uber or another ridesharing service, you might have the opportunity to load up on snacks, drinks, and even tickets to the biggest sporting event in town.
Thanks to a new partnership between SeatGeek and Cargo, passengers who find themselves in Cargo-equipped vehicles will have the chance to get exclusive pricing on tickets for concerts, sporting events, shows and other live events in the area in which they are traveling.
We caught up with Jeff Cripe, Founder & CEO for Cargo and Lee Moulton, Director of Partnerships for SeatGeek, to see how the deal came together and what it means for both parties.
On being more than a ticketing platform…
Moulton: “At our core, SeatGeek is obsessed with leveraging technology to make the experience of discovering and attending live events seamless and enjoyable. Enabling ticket discovery and commerce in relevant contexts such as during an Uber ride is just another way we are applying technology to serve consumers. Consumers are demanding that the apps and platforms they use are dynamic and adaptable. Our partnership with Cargo is a great example of contextual commerce at its best.”
On integrating teams…
Moulton: “We are currently working with various teams and sponsors to create special in-car offers for consumers. This will include offering last minute deals on tickets, being able to get complimentary rides to games and much more. Stay tuned!”
From chips and crackers to tickets…
Cripe: “Riders’ default behavior in rideshare vehicles is to shop, browse the internet, listen to music, and play games. Cargo’s long term ambition is to support all of that digital behavior, and we are thrilled to kick off our digital product marketplace with SeatGeek, whose data shows that ticket-buyers match up with Cargo’s core demo and are often traveling, via rideshare, within active Cargo cities.”
On brand integrations and custom offerings…
Moulton: “The possibilities are endless. You can imagine that buying a RedBull in the Cargo app could unlock a promo code to get discounted tickets to your next event. You can also imagine a rewards program where buying a certain number of products from Cargo can be used to redeem a ticket.”
Cripe: “Our brand partners have already reached out to sponsor ticket giveaways to riders and drivers, append physical product samples to relevant ticket offerings, and more. Success for us is creating a compelling ecosystem inside of the vehicle that generates value for our four key constituents: drivers, riders, rideshare companies, and brands. Blending the physical and digital products we offer will be a big part of that.”
*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.
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