Sports merchandise retailer Fanatics and ticketing distributor Ticketmaster have teamed up for a long-term, industry first partnership. The deal will integrate officially verified tickets and licensed merchandise into the consumer experience of both sites.
The two companies will be able to leverage each other’s internal databases to target new customers and deliver special offers to past customers. Ticketmaster will deploy embedded links on Fanatics.com, FansEdge.com, and Fanatics affiliated team and league sites to provide fans the opportunity to purchase tickets to sporting events while shopping for merchandise.
“As the go-to destination for event tickets and the official ticketing partner to so many incredible sport clients, we’re always looking for ways to enhance the fan experience while simultaneously adding value to our partners,” said Jared Smith, President of Ticketmaster, in a press release. “Partnering with Fanatics in this way is the definition of a win-win for us, for Fanatics, for our common rights holders and for fans.”
Every purchase made through Ticketmaster and Fanatics will also now offer customers FanCash, a digital rewards program that fans can use to buy Fanatics products. Fanatics sells officially licensed jerseys, headwear, and other fan apparel.
“By teaming up, we’re now in a remarkably unique position to not only boost event awareness, but to also reward fans, and increase the value of buying tickets and attending games. It’s a big win for every member of the sports community,” said Cole Gahagan, Chief Commercial Officer of Fanatics, in the press release.
SportTechie Takeaway
Ticketmaster is the official ticketing partner of the NFL, NBA, NHL, College Football Playoffs (CFP), PGA Tour, and many other college and professional sports teams across the country. Individuals who attend sporting events are likely interested in buying sports apparel, and vice-versa. Consumer data is also the new goldmine in sports, and the world in general, and this partnership will allow Fanatics and Ticketmaster to gain invaluable insight into the purchasing history of potential new customers.