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Boston Red Sox launch in-house secondary ticketing platform

Major League Baseball franchise the Boston Red Sox has broken away from the league’s collective secondary ticketing deal by launching its own in-house resale platform.

Red Sox Replay, which will give supporters the opportunity to buy and sell Red Sox tickets, will go live on March 1. The club currently uses online ticket exchange StubHub’s league-wide service for the resale of its tickets.

In a statement, the club claimed the platform will have lower fees than competing sites. Red Sox Replay will allow sellers to set their own ticket prices and, should a ticket remain unsold, users will be able to donate it to the Red Sox Foundation in exchange for a tax credit.

All tickets will be sent electronically through the platform, which will incentivise season ticket holders by rewarding them with account points after each sale they make.

“Over the years, one of the requests we have heard most from our season ticket holders is to provide them with a safe, trusted and convenient way to sell their unused Red Sox tickets,” Red Sox president Sam Kennedy said.

“Creating our own secondary market platform enables us to provide an option that guarantees buyers the authenticity of their purchase and allows users to work directly with the Red Sox to resolve any customer service issues, which is not always possible with a third-party vendor.”

The Boston Globe newspaper said the Red Sox will be severing its ties with Boston-based ticketing firm Ace Ticket. The firm’s branding inside the team’s Fenway Park stadium will be replaced by promotions for Red Sox Replay.

Red Sox Replay is being created by Major League Baseball Advanced Media (MLBAM) and its Tickets.com subsidiary.

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