StubHub’s Deal with the NFL About More Than Just Tickets

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Company will help on research to enhance the event-going experience.

StubHub and NFL enter new partnership


On Monday, StubHub announced a five-year agreement with the National Football League designating StubHub as the “NFL Authorized Ticket Resale Marketplace” beginning with the 2018–2019 season.

With the NFL’s recently announced open ticket marketplace, StubHub will be directly integrated with the primary ticketing systems of the League and its clubs, providing an official, safe and seamless way for fans to buy and sell NFL tickets on any digital device.

North American GM of StubHub, Perkins Miller said in a press release, “We are thrilled that the NFL has chosen StubHub’s massive, industry-leading marketplace to give its fans a seamless and reliable ticketing experience. We applaud the NFL for being among the first professional sports leagues to provide its fans more choices than ever when it comes to buying and selling tickets.”

While the NFL is allowing other ticketing marketplaces to integrate into their primary platform, StubHub will be granted certain exclusive marketing rights and benefits. StubHub will also partner with the NFL to provide insights on customer data as well as jointly work on research to enhance the event-going experience.

Speaking with Alison Salcedo, Head of North American Corporate Communications at StubHub, I gained insight of the newly structured deal.

Touching on marketing rights and benefits from the deal, Salcedo said, “As the preferred ticketing partner, we have exclusive rights to use authorized NFL marks in various promotional materials, on and off the StubHub platform.”

With numerous ticketing agencies across the country and abroad one may ask, what makes StubHub the premier destination for fans?

“StubHub is the world’s largest ticket marketplace, serving more than 100 million unique customers annually and in 48 countries across the globe. This partnership with the NFL will provide more options than ever for both buyers and sellers to access tickets,” according to Salcedo.

Salcedo also pointed out, “With StubHub’s industry-leading technology, and more than 90 integrations across MLB, the NBA, NHL, MLS and dozens of NCAA D-1 properties, StubHub provides tools for both the consumer to buy and sell tickets with security and ease, as well as for its partners, with a wealth of data to better personalize the event experience it provides it fans.”

Official reseller of the NFL

According to the press release, “Today’s announcement represents the first time that the NFL has permitted an independent marketplace to integrate directly into the primary ticketing systems of its 32 clubs,” it stated.

With this industry-leading change, StubHub will make it even easier for NFL fans to buy and sell tickets through a host of innovative technology, including pricing guidance, best value recommendation and panoramic 360-degree virtual view-from-seats.

NFL fans can expect to see this plan rollout in early 2018 when the new season schedule is revealed and on sale dates are announced.


This piece has been presented to you by SMU’s Master of Science in Sport Management.


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