Double Play: StubHub Signs Deals With Wisconsin, Washington
By Eric Fisher, Staff Writer, SportsBusiness Journal
Secondary ticketing operator StubHub has struck multi-year deals with the Univ. of Wisconsin and the Univ. of Washington, its first college deals in more than a year and a window into the still-evolving industry of ticket resales. StubHub picked up both accounts from schools that either were previously aligned with rival providers or dabbled only loosely in secondary ticketing. Washington recently finished a two-year deal with RazorGator, while Wisconsin has operated a lightly used, face-value-only resale window for athletic program donors in conjunction with Paciolan. That offering will still exist, but StubHub will gain significant exposure throughout campus sports facilities, including Camp Randall Stadium as well as team affiliated media as a Proud Sponsor of Wisconsin athletics. "I kind of hate to say it, but we're just now really entering the digital age with regard to our ticketing, and are really taking a fresh look at everything," said Washington Associate AD/Marketing Leslie Wurzberger. "We worked before RazorGator and we had some success, but it wasn't a ton of (sales) volume. This new deal makes the most sense and gives us a new sponsor opportunity and some additional revenue generation for us." Financial terms were not disclosed. But StubHub, like some of its rivals, typically structures these types of deals as sponsorship pacts in which they pay a six-figure annual sum for ticket resale category rights to the property, use of official marks, and the rights to establish an official ticket marketplace for the team.
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