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StubHub adds Georgia, Virginia Tech to growing college roster
Published June 28, 2010
StubHub has signed multiyear deals with Virginia Tech and the University of Georgia to become the official fan-to-fan ticket marketplace for each school’s athletic department, continuing a push by the secondary ticketing giant into the collegiate marketplace.
Similar to pacts signed early this year with the Big Ten and West Coast conferences for their men’s and women’s basketball tournaments, StubHub gains a variety of online and off-line assets with the new school deals, including in-game signage, regional radio and TV advertising, and exposure and links on university websites. StubHub also plans to use the deals to expand its profile in VIP and fan-loyalty events, building ticket packages out of the game offerings.
StubHub is now aligned with 16 collegiate properties. Both Virginia Tech and Georgia are known primarily for their football programs and, as such, the deals are primarily targeted for that sport even though they cover the full athletic departments.
“College football obviously is a major growth vehicle for us, and this also fills in some very important geographic areas in our footprint,” said Danielle Maged, StubHub head of partnerships and business development. “This also gives us better penetration in both the SEC and ACC, which is something we’ve wanted.”
As college sports have increased in priority for StubHub, revenue from college football events has increased 20 percent over the past year. College basketball-related revenue has gone up 30 percent.
Financial terms of the deals were not disclosed. StubHub struck the agreements with ISP Sports, which administers the multimedia rights for both schools.