StubHub loyalty program will provide experiences for company’s big spenders

StubHub is launching a loyalty program called StubHub Beyond to add customer benefits in addition to just selling tickets.

The program begins immediately and offers customers in the U.S. who spend $10,000 or more annually with the company VIP access to various experiential events including the Masters, the U.S. Open of tennis and MLB ballparks.

The first loyalty offering is set for Thursday, with a private tour and batting cage practice at Yankee Stadium. A similar event will be held in September at Citi Field.

The program also offers refund programs and “premier” customer service with a dedicated StubHub support team.

This is StubHub’s second attempt at creating a loyalty program. The company originally ran point-based Fan Rewards from 2011-16, but the new effort focuses on offering its best customers more event experiences beyond awarding points earned from a ticket transaction.

“We wanted to create something a little more unique to StubHub,” said Olivier Ropars, chief marketing officer for StubHub. “We felt that the [earlier] program was fine but it didn’t create unique experiences in the way our customers are telling us. It is also in line with who we want to be. Selling tickets is key but our customers want more services beyond just a ticket.”

The new loyalty program will begin only in the U.S. but is expected to eventually be offered globally. StubHub will also add different tiers for customers other than those at the elite level. Ropars would not disclose the number of StubHub customers who are currently eligible for the loyalty program.

“We wanted to start with our most important customers,” he said. “There are a lot of people who spend $10,000. This is step one. The first wave is just for the U.S. We will expand it with different tiers in the U.S. but our mission is to expand globally.”

StubHub executives said their loyalty program is a first within the ticketing industry and comes as the company looks to stand out among its competitors in the secondary market.

“The market is very competitive and there are a lot of players,” Ropars said. “We want to stay relevant to the consumers.”