Global sports digital platform Fanatics has partnered with Ticketmaster to allow sports fans across the US to buy resale tickets on its platform.
By launching the Fanatics Ticketing Marketplace, users of the Fanatics app can access this newly-launched platform to purchase tickets via Ticketmaster as they will be listed on the marketplace from the global ticketing company’s site.
Tucker Kain, Chief Strategy and Growth Officer at Fanatics, said: “When you look at the market position that Ticketmaster has built, we wanted to make sure we had as broad and comprehensive an offering as we could.
“Plus, having Ticketmaster/Live Nation as a potential partner across a number of things, like distributing our merchandise, there’s an opportunity to start here and build a bigger partnership over time.”
The introduction of ticketing to the Fanatics platform serves as the latest example of the company becoming an all-in-one, one-stop-shop for all sports purchases.
Fanatics, founded by former Philadelphia 76ers owner Michael Rubin, provides an e-commerce store, and even dedicated sports team stores, for fans to purchase sports apparel, merchandise, collectibles and trading cards.
The company also launched its own dedicated sports betting platform in 2022, Fanatics Betting & Gaming, and is currently active in 16 different states across the US.
Matchday revenue is a core revenue driver for sports organisations and remains one of the most pivotal. With Fanatics launching its own ticketing platform, it provides more options for sports fans to attend sporting events.
Representatives of both Fanatics and Ticketmaster have declined to comment on the specifics of pricing of the resale tickets on the Fanatics Ticketing Platform.
Kain noted that the partnership does not involve equity and is primarily a commercial partnership.
