September 17: Manchester City has expanded its long-standing relationship with SeatGeek into a global partnership, keeping the US ticketing technology company at the heart of the club’s matchday and hospitality operation.
City have used SeatGeek’s platform since 2018 to drive ticket sales at both the Etihad Stadium and the women’s Joie Stadium, which includes matches, hospitality and concerts. The new agreement turns what had been largely a technology supplier relationship into a broader business partnership.
City will continue to control direct sales and resale of its tickets, with SeatGeek providing the technology behind ticket purchases and management through the club’s website and app. Now its brand will also appear on the city’s digital channels and inside the stadium.
The United States will be a particular focus for SeatGeek, which already works in an elite American sports family (NFL, NBA and MLS), as well as sports on the other side. City, meanwhile, have made North America a priority commercial market.
Greg Swimer, City Football Group Chief Technology Officer, said: “Continuously investing in the best technology to improve the online ticketing and membership experience for fans is a key priority for Manchester City.
“We’ve worked with SeatGeek for a number of years as a trusted ticketing technology provider, and it’s great to further integrate our two brands with the announcement of this global partnership. We look forward to continuing to work together for years to come.”
The extension also lands as the operation around the Etihad gets considerably bigger.
City extended its deal with Qualtrics this week to measure fan and visitor experiences across campus, while the new 401-room Medlock Hotel opened as part of the wider £300m redevelopment. SeatGeek’s role now extends to an estate designed around football, hospitality, concerts and events throughout the year rather than match days.
Jordan Hitchen, Regional Director, EMEA at SeatGeek, said: “Manchester City have worked with us since 2018 and we are proud to continue this work through this new global partnership. Together, we have used technology to make ticketing more efficient and provide a better experience for fans, and there is more to come in the coming years.
“Manchester City’s ambition and commitment to innovation aligns closely with ours, and we look forward to continuing to evolve the technology and experiences we deliver across matchday, hospitality and Club events, while bringing our two brands together on a global stage.”
Contact the writer of this story, Harry Ewing, at (email protected)