SBJ/July 23-29, 2012/Marketing and Sponsorship

StubHub adds Everton as part of its U.K. push

StubHub has completed a three-year deal with English Premier League club Everton, extending the ticket resale marketplace’s push in the U.K.

Everton goalkeeper Tim Howard marks the club’s new partnership with StubHub.
Photo by: ROB TAYLOR / RJTMEDIA.COM
Rumored for several weeks, the Everton agreement follows a deal StubHub signed earlier this month with EPL club Sunderland. The pacts are the first official team deals for StubHub since it began its entry into the British marketplace last fall.

Financial terms were not disclosed, though U.K.-based media reports of the deal averaging $2.6 million a year were described by company officials as too high. The agreement, however, is said to be the largest single commercial deal in Everton’s history, excluding its kit sponsorship and retail pacts.

Somewhat similar to StubHub’s U.S.-based partnerships, the company will gain a variety of marketing assets as well as a designated box office at the club’s home stadium, Goodison Park.

“Both this deal and Sunderland are an exciting starting point as we gain traction and prove out the concept of the open marketplace,” said Nick Harford, StubHub head of international business development and partnerships.

Harford recently joined StubHub after stints with EA Sports, EPL club Arsenal and IMG Media.

StubHub is in a fight for market share with more established European rivals, most notably Viagogo, formed by StubHub co-founder Eric Baker. Viagogo holds deals with sports entities such as Roland Garros, Bayern Munich and EPL club Aston Villa.


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