Partnerships / Acquisitions

Ticketmaster, Fanatics Partner For Cross-Platform Selling

Ticketmaster and Fanatics have announced that they are partnering to sell verified tickets and merchandise on each other’s sites.

The partnership will provide leagues, teams and universities with an integrated eCommerce solution, as well as offer customers a unique fan rewards program.

“As the go-to destination for event tickets and the official ticketing partner to so many incredible sport clients, we’re always looking for ways to enhance the fan experience while simultaneously adding value to our partners,” Jared Smith, president of Ticketmaster, said in a press release. “Partnering with Fanatics in this way is the definition of a win-win for us, for Fanatics, for our common rights holders and for fans.”

As the official ticketing partner of the NFL, the NBA, the NHL, College Football Playoff (CFP), the PGA Tour and teams, bowl games and universities across the country, Ticketmaster will enable Fanatics to provide special offers to past purchasers or target new customers. Over time, Fanatics clients will also be able to offer personalized upsells of team gear or bundled offers through Ticketmaster.

The deal means that Ticketmaster is now the exclusive ticketing provider to Fanatics, providing customers the chance to purchase tickets through embedded links on Fanatics.com, FansEdge.com and hundreds of team/league e-stores. And every purchase will also include Fanatics FanCash, a rewards program which provides fans with real currency redeemable on products across the company’s network of e-stores.

In addition, the companies are partnering on marketing and brand activations at key sporting events, as well as New York-based retail stores.

“As partner to leagues, teams and schools, Ticketmaster and Fanatics have a shared responsibility to help stakeholders amplify their brands and grow their businesses,” said Cole Gahagan, chief commercial officer of Fanatics. “By teaming up, we’re now in a remarkably unique position to not only boost event awareness, but to also reward fans, and increase the value of buying tickets and attending games. It’s a big win for every member of the sports community.”

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