SeatGeek will now serve as the primary ticketing partner for the newly-rebranded Houston Dynamo FC, which includes the MLS club, NWSL Houston Dash and BBVA Stadium. The multiyear deal begins in ‘21. “We’re really excited about this partnership, not only with the Dynamo but also in building a deeper relationship with MLS,” SeatGeek President of Consumer Paulo Cunha told THE DAILY. “We’ll provide the ticketing stack but also the distribution layer that’ll allow the Dynamo to be a distributor to multiple ticketing marketplaces and of course, we also have our consumer marketplace.” This is the second big get for SeatGeek in just over a week, as the company also has signed the Cavaliers and Rocket Mortgage Fieldhouse.
The Dynamo previously worked with AXS since ’15. Dynamo CRO Dionna Widder explained that the new relationship with SeatGeek “aligns perfectly with our rebrand” and “will improve fans’ experience online and through the SeatGeek app as well as when they come out to matches or any other event at BBVA Stadium.” She said, “We felt like SeatGeek could help us move into a more futuristic and innovative direction as we look at 2021 and beyond.”
SeatGeek has had a relationship with MLS since mid-‘16. Other MLS team deals include the Timbers, Sporting K.C. and Austin FC; the NWSL Portland Thorns also have a partnership with SeatGeek. The internal partnerships group at SeatGeek, led by Exec VP/Client Partnerships Jeff Ianello, negotiated directly with the Dynamo and Widder. No agency was involved in the discussions.
