Sunderland Agree Major Ticket Partnership with US Firm StubHub

By Community | July 13, 2012

StubHub, the world’s largest ticket marketplace, has signed a ground-breaking deal with Sunderland FC (SAFC) to serve as the club’s official secondary ticketing partner from the 2012-13 season onwards.

The deal represents StubHub’s first Barclays Premier League partnership and major club sponsorship outside the US since entering the UK market in March of this year.

StubHub is the world’s largest ticket resale marketplace, providing fans with a safe, convenient and regulated place to buy and sell tickets to the sporting events, concerts and shows, through its innovative website.

The online fan-to-fan ticket exchange will offer a particular benefit to Sunderland season card holders by giving them the ability to sell their seasonal seat for any game they are unable to attend. They will dictate the price and they can sell direct to fellow Black Cats fans.

The partnership is ground-breaking in the industry as there are no restrictions on the pricing – tickets are listed at a price set by Sunderland season card holders and sold at a price determined by the market. 

Season card holders are the only ones who will set the prices for Sunderland tickets on StubHub – the club will not dictate pricing and StubHub, as a core part of its business model, never sells tickets or sets any prices on its site.

Supporters can list tickets for all home games and buyers can purchase seats on, its mobile site, and mobile applications.

SAFC Marketing Director Mike Farnan said: “StubHub enters the UK market with a powerful reputation from more than decade in the US where they are recognised as the biggest and best-respected brand in secondary ticketing. This fits perfectly with our club ethos of affiliating ourselves with brands who are market-leaders in their field.

“StubHub impressed us hugely with their commitment to fans and this mirrors our own aims to provide Sunderland fans with the very best goods and services. Season card holders are the lifeblood of any football club and here at Sunderland we are fortunate to enjoy a vibrant and thriving season card holder base, and we hope they will enjoy the significant benefits of this unique partnership.”

Brigitte Ricou-Bellan, General Manager, International at StubHub said: “As a new entrant to the UK market, we recognise the power of the SAFC brand and the passion its supporters have for the club. We have a similar passion for serving fans and are looking forward to working with the club to provide its supporters with a best-in-class marketplace and experience.

“This deal represents a first for the industry and we are honoured to partner with a club as progressive as Sunderland AFC. We are confident that our approach to ticketing and e-commerce will be beneficial to the club, the industry, and most importantly, consumers.”

In addition to providing the official ticket marketplace, StubHub will serve as a Platinum Partner of the club. StubHub will also provide SAFC supporters with the chance to win seat “upgrades” for certain matches, as well as the opportunity to win a number of “money can’t buy” experiences.