NEW YORK and SAN FRANCISCO –– The New York Yankees have announced a multi-year sponsorship agreement with StubHub, designating the company as the official fan-to-fan ticket resale marketplace of the New York Yankees. According to ESPN, the deal is worth up to $100 million for the Yankees.
StubHub is a division of eBay.
The Yankees had been using a system exclusively with Ticketmaster this year but customers complained they couldn’t print out tickets or use PDF versions to combat fraud.
The new product will allow StubHub to be completely integrated into the Yankees ticket system, replacing the Yankees Ticket Exchange. The new system will be fully integrated and operational by Thursday, July 7. The first ticket availability will be for the Friday, July 15 game, and extend through the remainder of the 2016 schedule.
The Yankees are currently in fourth place in the American League East with a record of 37-37.
“We are committed to providing our fans with a first-class ticket experience, and offering the safest, most secure and efficient platform for our fans to sell and purchase tickets,” said Randy Levine, President of the New York Yankees. “This new product was the result of many productive discussions with StubHub, which will allow them to fully integrate into our ticket system. We are confident this collaboration will best protect our fans in the resale ticket marketplace.”
“The New York Yankees are one of the preeminent brands in professional sports, and we are thrilled to join with them to create a best-in-class fan experience,” said Scott Cutler, President of StubHub. “StubHub’s goal is to ensure that fans have access to games that they love to attend, and I’d like to thank both the Yankees and MLB Advanced Media for their willingness to come to the table and reach a positive solution for all parties.”
The custom sponsorship deal will provide new features and functionality that will greatly enhance the consumer experience, leading to increased user efficiency and fan safety and protection. These added features will prevent speculative selling, adhere to the Yankees advertising resale price policy, generate verified bar/QR codes, and provide fully integrated mobile capacity, for the safest and most secure way to transmit tickets.
The New York Yankees introduced a mobile ticket system this year, and the agreement with StubHub will adhere to the existing mobile ticket policy. All tickets delivered will be mobile. Tickets will operate on both iOS and Android devices. Users can post hard stock tickets, but upon being sold, all will be converted to mobile format. To date, more than 250,000 fans have entered Yankee Stadium using mobile tickets (primary and secondary combined), and by the end of this season, the team expects to have welcomed more than 600,000 mobile ticket users. This anticipated number is expected to be the largest among all teams in baseball.
With this new, technology-led sponsorship, the Yankees will join the longstanding StubHub arrangement that is in place with MLB Advanced Media.
While other secondary resale platforms will continue to remain an option for fans to buy and resell Yankees tickets, only StubHub will be fully integrated with the New York Yankees.
As part of the sponsorship agreement with the Yankees, StubHub will receive full marketing and sponsorship benefits, including in-stadium signage, suite access, and use of official team marks.