Ticketmaster follows NFL deal with NBA extension

Ticket sales and distribution company Ticketmaster has today (Wednesday) sealed its second extension with a US major league in the space of a few months through a new deal with the National Basketball Association (NBA).

Terms of the deal were not disclosed, but Ticketmaster will deliver league-wide enhanced digital ticketing capabilities that will seek to improve the fan experience and create a more personalised in-venue experience. Such capabilities are already being utilised by several NBA teams, with 24 franchises currently using Ticketmaster as their secondary ticketing provider.

Ticketmaster will also continue to power NBATickets.com, the official resale marketplace for the NBA, WNBA, and NBA G League. The NBA will continue to leverage expanded marketing services including leaguewide fan analytics designed to strengthen digital marketing efforts and reach fans on both a local and national level.

“More than anything else, basketball fans care about what happens on the court, and this extended partnership provides them a ticketing experience that is easy and convenient, allowing them to focus on the game itself,” Greg Economou, chief commercial officer and head of sports for Ticketmaster North America, said.

“We're proud to continue providing the best software platform to power the NBA's ticketing marketplace, while also providing clubs with insights and technology that allows them to better serve their fans – which is the core of our shared mission.”

In October, American football league the NFL extended its long-running partnership with Ticketmaster, claiming that the new deal will result in the formation of the first open-architecture, fully digital ticketing system in professional sport.

As part of the new multi-year deal, Ticketmaster will continue to power the official NFL resale marketplace, the NFL Ticket Exchange, which will now be migrated into a fully integrated primary and resale platform on Ticketmaster.com. The agreement is effective from the 2018-19 season.