SeatGeek renews ticketing deals with three Eredivisie clubs
SeatGeek has renewed its ticketing partnerships with AZ Alkmaar, PEC Zwolle and PSV Eindhoven, extending relationships that began nearly a decade ago through its work with the Dutch football association.
SeatGeek will remain the official ticketing partner of AZ Alkmaar, PEC Zwolle and PSV Eindhoven after agreeing separate renewals with the three Eredivisie clubs.The agreements cover both the service supporters use to buy, manage and transfer tickets and the technology clubs use to manage sales and stadium entry. SeatGeek will also continue to help the clubs use ticketing data to inform their operations and work with supporters.Coen Schroots, PSV’s ticketing and fan services manager, said:“We’re pleased to continue our longstanding relationship with SeatGeek as we roll out enhanced ticketing functionality to improve the experience for our supporters and give our team greater flexibility in managing sales and ticketing operations.“SeatGeek’s understanding of PSV and our ambitions provides a strong foundation for our continued collaboration. We look forward to building on that relationship and exploring new ways to make buying and managing tickets easier for our fans.”The relationships began through SeatGeek’s partnership with the Royal Dutch Football Association (KNVB), which supported ticketing across the Eredivisie. Since then, the company has worked directly with each club on its own ticketing and matchday requirements.PEC Zwolle has moved to SeatGeek’s Unify platform and is making greater use of its features in day-to-day operations. AZ Alkmaar highlighted the flexibility of the system’s rules engine, which allows its ticketing team to configure how sales are handled.Janiek Kwakkel, PEC Zwolle’s match organisation and ticketing manager, said:“Our migration to Unify was seamless, with the SeatGeek team providing support and guidance throughout the process. Their assistance helped us settle into the system quickly and gave our team confidence from the outset.“We’re now getting more out of Unify than ever before, making greater use of its functionality to support our day-to-day ticketing operations. We’re pleased to continue the relationship and look forward to building on that progress together.”The Dutch renewals follow long-term extensions with Manchester City and Newcastle United this year. SeatGeek also agreed a multi-year deal with Major League Soccer club Nashville SC in October and will become its official ticketing partner from 2027.Jordan Hitchen, SeatGeek’s regional director for Europe, the Middle East and Africa, added:“The Netherlands has become one of SeatGeek’s most important markets in Europe, and each renewal reflects the strength of the relationships we’ve built with our clubs over many years.“We’ve learned a lot by working alongside all three clubs, and we’re looking forward to building on that work – giving each the flexibility to keep improving its ticketing experience for supporters as their needs evolve.”