Manchester City turns SeatGeek supplier deal into global commercial partnership
Manchester City have expanded their long-running relationship with SeatGeek into a global partnership, combining the continued use of its ticketing technology across matchdays, hospitality and concerts with new sponsorship rights aimed partly at growing both brands in the US.
Manchester City have expanded their relationship with SeatGeek through a new global partnership that adds brand rights to a ticketing technology agreement dating back to 2018.City will continue using SeatGeek’s mobile-first platform across matchdays, hospitality and concerts at the Etihad Stadium and Joie Stadium, while SeatGeek branding will now appear across the club’s digital, social and in-stadium inventory.City Football Group chief technology officer Greg Swimer said: “Continuously investing in the best technology to improve the online ticketing and membership experience for fans is a key priority for Manchester City.“We have worked with SeatGeek for a number of years as our trusted ticketing technology provider and it’s fantastic to further integrate our two brands with the announcement of this global partnership. We look forward to continuing to work together over the coming years.”Manchester City will continue to control the direct sale and resale of their tickets, with SeatGeek providing the technology underpinning transactions through the club’s website and app.That makes the agreement more integrated than a conventional sponsorship, with SeatGeek operating inside an important revenue-generating part of the club while also receiving marketing exposure.The technology is used across general admission, hospitality and non-football events, giving the partnership relevance beyond Premier League matchdays as City continue developing the Etihad Campus into a year-round entertainment destination.SeatGeek will also use the agreement to increase brand awareness in the US, identified by both organisations as a priority growth market.That aligns with City’s wider international commercial strategy and gives SeatGeek a Premier League platform alongside its existing sports relationships across the NFL, NBA, MLS, Premier League and EFL.SeatGeek EMEA regional director Jordan Hitchen said: “Manchester City has worked with us since 2018, and we’re proud to continue that work through this new global partnership. Together, we’ve used technology to make ticketing more efficient and deliver a better experience for fans, and there’s more to come in the years ahead.“Manchester City’s ambition and commitment to innovation align closely with our own, and we look forward to continuing to evolve the technology and experiences we provide across the Club’s matchdays, hospitality and events, while bringing our two brands closer together on a global stage.”The partnership also comes as City expand the Etihad Campus through Medlock Square and other new hospitality and entertainment assets, increasing the importance of ticketing technology across a broader mix of events and customer experiences.