• Loading stock data...
Monday, June 16, 2025

StubHub Bets on IPO Lifeline As Ticketing Competition Heats Up

StubHub, a highly influential entity in ticket resale that has seen market turbulence and heightened competition in recent years, looks to the next big chapter of its existence. 

Mark Smith-Imagn Images

StubHub, once a dominant entity in ticket resale that helped make the market appealing to sports leagues and teams, is seeking to go public in a bid to revive its fortunes. 

The company filed for an initial public offering with the U.S. Securities and Exchange Commission for a new listing on the New York Stock Exchange, though its submission did not include a target date or share price. StubHub has been owned by multinational ticket company Viagogo since 2020 after being purchased from the publicly traded eBay in a $4.05 billion deal. 

Viagogo is led by Eric Baker, one of StubHub’s founders.

StubHub said in its prospectus that it generated $1.77 billion in revenue in 2024, up 29% from the year before, but saw its net income swing from a $405 million profit to a $2.8 million loss last year as sales, marketing, and administrative costs all increased substantially. 

That same filing, however, detailed a goal to elevate the business, in part through a greater blending of primary and secondary ticketing.

“We are in the early innings of disrupting the legacy primary ticketing model by making our tech-enabled marketplace available to content rights holders to distribute original issuance tickets,” StubHub said. “We believe that buyers want a single, trusted, and reliable destination to buy any ticket anywhere in the world … and do not care whether a ticket is originally issued or resold.”

Market Dynamics 

Roughly two decades ago, StubHub played a highly influential role in elevating the entire ticket resale market—something that previously existed largely in the shadows and was widely shunned by the sports industry. Now, it exists as a fundamental part of all ticketing operations. Over subsequent years, StubHub saw sharply heightened competition from numerous other companies including SeatGeek, Vivid Seats, and Gametime, while Ticketmaster, the largest player in primary ticketing, also moved into the secondary business. 

More recently, ticket resale also has seen heightened turbulence, with many of these players seeing diminished margins and depressed economic results. Vivid Seats went public in 2021 through a special purpose acquisition company (SPAC) but has seen its stock lose more than three-quarters of its value since then. SeatGeek has considered an IPO on multiple occasions but has yet to do so, and according to multiple reports, recently cut about 15% of its staff. 

While sports have been a fairly predictable source of business for these companies, their financial fortunes have often wavered based on the status of big music tours. Taylor Swift’s Eras Tour, which set a series of financial and attendance records over its 2023–2024 run, temporarily lifted the business but no such major outings are planned for this year.

The StubHub IPO effort, however, arrives ahead of a wave of major international events coming to the U.S. in the next few years, including the men’s 2026 FIFA World Cup and 2028 Summer Olympics.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Devers Deal Gives Giants Star Hitter After Free-Agency Rejections

The Devers deal shows a heightened aggressiveness from a former league power.

Ohtani’s Return to Pitching Brightens Spotlight on MLB’s Biggest Star

The Dodgers superstar is back to pitching, several weeks ahead of schedule.

U.S. Open Merch Pops Thanks to Oakmont’s Squirrel, Viral TikToks

There are more than 400,000 pieces of merchandise available at Oakmont.

From NFL to PGA Tour: How Brian Rolapp Could Reshape Golf

Brian Rolapp is set to become the PGA Tour’s first CEO.

Featured Today

Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.
June 6, 2025

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.
August 31, 2024; Columbus, Ohio, USA; The Goodyear blimp flies over Ohio Stadium during the first half of Saturday’s NCAA Division I football game between the Akron Zips and the Ohio State Buckeyes.
June 6, 2025

Why the Goodyear Blimp Is at Every Major Sports Event

The airship wasn’t built to cover sports. Now it’s a regular presence.
Tom's Watch Bar

How the Pacers and Caitlin Clark Boosted One Bar’s Bottom Line

Tom’s Watch Bar hosted John Haliburton for at least five games.
Nike store
June 5, 2025

Which Sportswear Retailers Are Best Positioned to Raise Prices?

Why On can more easily raise prices than Nike.
June 12, 2025

U.S. Open Cashing In on Signature Cocktail Trend With Lemon Wedge

Last year, the whiskey cocktail was served more than 50,000 times.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
Mar 23, 2024; New York, New York, USA; Sneakers worn by New York Knicks guard Jalen Brunson (11) during warmups prior to the game against the Brooklyn Nets at Madison Square Garden.
May 21, 2025

Nike to Raise Prices on Sneakers Above $100

Kids products and Air Force 1s won’t be affected.
Arc'teryx
May 20, 2025

Expensive Outdoor Gear Is Bright Spot Amid Tariff Turmoil

Amer Sports says tariffs will have a “negligible” impact on its results.
May 15, 2025

20 Hats Per Minute: Merch Madness Hits PGA Championship

Headwear is among the most popular items selling in Charlotte.
On-Running
May 14, 2025

On Says It’s Raising Prices—but Not Because of Tariffs

“We want to be the most premium performance sportswear brand,” On’s cofounder said.