Fanatics launches new ticketing strategy with Ticketmaster partnership

Global digital sports platform Fanatics has announced a partnership with Ticketmaster to create the Fanatics Ticket Marketplace.

The USA-based sport merchandise, events and live commerce company’s long-expected expansion into ticketing will allow people to buy resale tickets alongside apparel, merchandise and collectibles through the Fanatics app.

The partnership is part of a wider collaboration between the two businesses which will see Ticketmaster tickets listed on the Fanatics app while Fanatics products will be available through the Live Nation subsidiary.

As reported by Sportico, Fanatics Chief Strategy and Growth Officer, Tucker Kain advised “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.”

For Fanatics, the partnership is part of an attempt to link its offerings while Ticketmaster is looking to use the partnership to broaden its assortment of products and to reach customers in new places.

Live Nation Entertainment President and Chief Financial Officer, Joe Berchtold went on to say “our job is to help all of our clients - sports, concerts, everybody - sell as many tickets as they can.

“(We aim to) get the tickets in the hands of fans wherever they are, and there are a lot of sports fans at Fanatics.”

Image credit: Fanatics.