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76ers, StubHub Go Live With Primary & Secondary Tickets In Single Marketplace

StubHub this morning has gone live with its new ticketing platform for the 76ers in which primary and secondary inventory is blended into a single marketplace. The completion of the new system fulfills a plan first laid out in February, when the 76ers-StubHub partnership was first announced. It is the first of its kind in major pro sports, as it does not designate whether a seat is a primary or secondary ticket. The marketplace, powered in part by Spectra Ticketing & Fan Engagement, is branded around the 76ers and will be accessible through stubhub.com/sixers. 76ers Senior VP/Ticket Sales & Service Jake Reynolds said, “A ticket is now simply a ticket. We wanted to be first out in the market with something like this, and we think this will both serve the fan in a much better way, but also create a new treasure trove of data.” Fees around the new 76ers marketplace will resemble the rest of StubHub, with base buyer fees of 15% of a transaction, and base seller fees at 10%. StubHub also will be incentivized to encourage larger purchases by ticket buyers, such as new season tickets, through sharing of the club’s total ticketing revenue. StubHub Head of Partnerships & Business Development Geoff Lester said, “We’ve built this in a way we can scale the entire program and grow with them.” The new 76ers’ ticketing system will have effective minimum prices. StubHub and the team declined to specify those figures, but did say there will be separate minimums for the upper and lower seating bowls at Wells Fargo Arena. Initial list prices shown today are as low as $8 for 76ers home games, and as low as $6 for road games (Eric Fisher, Staff Writer).

NEW DAY & AGE: 76ers CRO Chris Heck said that the team "isn't setting any kind of baseline price anymore." Heck: "The day and age of ticket sales being one price for 41 games doesn't exist anymore. We are leaving that primitive thinking behind." In Philadelphia, Jonathan Tannenwald notes prices "won't just vary for each game," as they will "vary for a given game over the course of time -- right down to hours or minutes." Heck said that the 76ers "won't even advertise a baseline price from which tickets will fluctuate." Heck: "No two games are equal -- they just aren't. What we try to do is, in advance, do our best to predict what that price point of demand will be. ... It's 41 different price points for 41 different games, potentially." Tannenwald notes "when you're browsing through available seats on the ticket sales website, you won't know which are up for resale and which are part of the 'primary' inventory that's being sold directly by the team." Heck: "If someone wants to still physically come up to our box office and purchase the same ticket that was available in the same scenario as the previous year at the box office, then they can do so" (PHILADELPHIA INQUIRER, 9/27). 

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