SBD/July 13, 2012/Marketing and Sponsorship

StubHub Inks Deal With Sunderland, Everton; Viagogo In Talks With Other EPL Clubs

StubHub's deals with Sunderland, Everton decrease Viagogo's market share
StubHub has struck a multiyear deal with EPL club Sunderland, expanding the secondary ticket company's foothold in England following its expansion there late last year. The deal allows Sunderland season-ticket holders to resell seats without restrictions on pricing. StubHub will become a platinum-level partner of the club, and develop a series of seat upgrades and experiential rewards around Sunderland. StubHub and rival firm Viagogo are in the midst of a rush for market share among EPL clubs as traditional restrictions around ticket resale in the U.K. begin to ease (Eric Fisher, SportsBusiness Journal). Meanwhile, in London, Charles Sale noted StubHub, "who want to establish themselves in the U.K., have signed" a US$2.63M deal with EPL club Everton to "trade season tickets." The deal "will allow Everton’s membership to re-sell seats well above face value if there is demand." Viagogo is "in the process of doing similar deals with Fulham, Aston Villa and Newcastle, with some clubs choosing to have a minimum guarantee of face-value return as well as a maximum" 25% mark-up (London DAILY MAIL, 7/10).

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