Patriots Launch Secondary Ticket Exchange With Ticketmaster

Rob Gronkowski followers can buy tickets to see him and the New England Patriots play by way of a brand new secondary market because of a cope with Ticketmaster. (Photograph by Jonathan Daniel/Getty Photographs)

The NFL’s New England Patriots will launch a secondary ticket change in partnership with Ticketmaster for the 2018 season that may permit followers to securely purchase and promote tickets by means of Patriots.com.

With the service, which bears a liking to Stubhub, Ticketmaster has been named the official ticketing market for Patriots tickets at Gillette Stadium.

In a press release, Patriots Chief Advertising Officer Jen Ferron stated the renewal marks the Patriots’ effort to transition to digital tickets, a transfer that skilled sports groups throughout the U.S. are starting to make in an effort to scale back using paper tickets and lure followers into their respective digital ecosystems.

With the Patriots’ digital tickets, followers should buy and promote tickets by way of Patriots.com/tickets after which obtain their verified tickets to a digital pockets, the place they will handle them and achieve entry to the stadium utilizing their cellular system.

“Ticketmaster’s know-how allows us to supply extra tickets than ever earlier than to our followers and we’re excited to roll out this new platform when the 2018 schedule is introduced,” Patriots Chief Advertising Officer Jen Ferron stated in a press release. “Our renewed partnership additionally signifies that Patriots followers can reap the various advantages of Ticketmaster’s progressive digital ticketing system for all upcoming residence video games.”

Ticketmaster and the NFL prolonged their partnership (which matches again to 2008) final yr to pave the best way for the primary league-extensive absolutely digital ticketing system in sports.

As a part of that plan, Ticketmaster will energy the NFL’s official ticketing market for main and resale tickets, present season ticket holders the unique means to resell tickets instantly via season ticket account supervisor, and ship actual-time insights and analytics to followers.

A number of groups are anticipated to comply with the Patriots’ lead.

SportTechie Takeaway

When the NFL first introduced its expanded partnership with Ticketmaster in October, it painted the deal as one that might improve security and scale back ticket fraud. Whereas that’s true, cellular and digital ticketing additionally supplies groups essential knowledge concerning the individuals who attend their video games. They will then use that info to tweak the sorts of merchandise, providers and promotions they provide to followers.

Quite a few groups have been experimenting with cellular-first ticketing packages. The Dallas Cowboys have been one of many first NFL groups to experiment with cellular ticketing for the 2015-2016 season and now run a cellular-first operation. Their efforts have been later adopted by the Kansas Metropolis Chiefs, Denver Broncos, and Atlanta Falcons. This yr’s School Football Playoff nationwide title recreation in Atlanta was a cellular-solely ticketing occasion, powered by Ticketmaster.

Different skilled leagues are incentivizing followers to make use of cellular ticketing. Main League Baseball and Tickets.com partnered this baseball season to allow contactless cellular entry for individuals with iPhones at quite a lot of ballparks. The Nationwide Basketball Affiliation’s Los Angeles Clippers have incentivized cellular ticketing with an interactive fan choice function that unlocks a 360-diploma 3D view from the seat they’re contemplating when bought by way of cellular gadget.

For this yr’s Nationwide Hockey League playoff season, the Las Vegas Golden Knights are trying to curb attendance of away-group followers at residence video games with a brand new “Knights Vow” digital ticketing program, which presents season ticket holders cheaper seats with the caveat that they will’t resell on StubHub.

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