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Liverpool strikes ticketing deal with US-based SeatGeek

(Photo by Laurence Griffiths/Getty Images)

US-based ticketing company has continued is rapid advance in the United Kingdom’s Premier League, landing a deal to service current frontrunners Liverpool FC beginning next season.

The agreement, mirroring others struck with clubs such as Manchester City, will see Liverpool work with SeatGeek to move toward a more mobile-focused ticketing deployment. 

The deal will also focus on improving efficiencies during peak-buying periods, including implementing a new dynamic queueing system. The club, currently standing at top the Premier League standings, have long struggled with overwhelming demand for its tickets, both in traditional phone-based sales systems, and other online platforms.

SeatGeek’s work will begin with season-ticket renewals ahead of a full rollout for the 2020-21 Premier League season.

“Our goal was to work with a partner that could provide world-class, innovative technology, and the SeatGeek platform will help make the ticket buying journey clearer and more efficient with better functionality,” said Phil Dutton, Liverpool vice president of ticketing and hospitality.

The agreement brings the number of Premier League clients that SeatGeek has to nine, with others include Leicester City and Newcastle United, among others.

“Few sports clubs in the world have the level of demand for their tickets as Liverpool FC and a key focus has bee to deliver as efficient a sales process and embrace the latest technology to streamline the process,” said Peter Joyce, managing director of EMEA Sport for SeatGeek.

Liverpool, of course, also has US-based ownership through Fenway Sports Group. The club, meanwhile, recently 

The club, meanwhile, recently reported strong gains in its commercial revenue.