Logitix is StubHub International’s first U.S.-based partner after the two companies agreed to a deal that gives StubHub International access to Logitix’s ticket streams. StubHub International relaunched over the summer as an independent company after Viagogo was forced to divest the company by the UK's Competition Markets Authority following Viagogo’s drawn out acquisition of StubHub.
StubHub International CEO Dan Mucha was hired two months ago and said one of the company’s first missions was restoring access to North American tickets for its non-North American customers, access that the company previously had when it was part of StubHub. Mucha said that historical ticket purchasing data showed that about a quarter of StubHub International sales were from customers outside of North America buying tickets in North America. That made Logitix, with its more than 100 sports partners, as well as broker and primary ticketing partners, an appealing partner target. There is a per-ticket transaction fee for each ticket moved through Logitix that's sold on StubHub International’s various outlets.
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“Integrating with Logitix allows us to offer tens of thousands of tickets, hundreds of thousands of tickets to several thousand events in the US through a familiar user interface, StubHub International,” Mucha told SBJ. “Logitix has huge reach in terms of the events that we want to provide tickets for. I think what happened has something to do with their market position but also the two teams being willing to come together not just on contractual terms, but API integrations and so forth.”
Nearly 2/3 of StubHub International ticket sales, in terms of total value, are cross-border ticket sales where the credit card used in the purchase resides in a different country than where the event takes place.
“We expect that to accelerate as a total percentage of our business as we bring US sales back on-site,” said Mucha.
The deal gives ticket sellers that work with Logitix a new distribution channel internationally, especially critical for teams and leagues that are looking to expand globally, like the NFL or NBA, for internationally popular events taking place in North America, like F1 races and the looming 2026 FIFA World Cup, and concerts and other live entertainment.
"It’s not going to make us rich but it will have a material revenue impact to the business. What we’re more excited about is the doors that this opens to other things,“ said Logitix CEO Stuart Halberg. "This is the first part of what should be an aggressive international expansion for us."
