Online ticket retailer StubHub has revealed plans to begin selling tickets to customers directly from venues and organisations.
The eBay-owned company built its reputation as a ticket re-seller in the secondary market, enabling fans to snap up tickets even when sporting events and concerts are officially sold out.
Now it’ll take on the almighty Ticketmaster, starting with a partnership with the NBA’s Philadelphia 76ers (via TechCrunch).
Basketball fans will be able to purchase tickets from the club, as well as those on offer from fans reselling previously bought tickets within the same listing. Users will be able to discern which source they are purchasing from within listings.
The move mirrors the tactics of Ticketmaster, which has also branched out into verified resale tickets, effectively allowing the company to double down on the fees it charges by selling tickets twice.
Ticketmaster itself was sued by StubHub over the insistence that tickets to certain events could only be resold via its own platform. The case, which alleged anti-competitive behaviour, was thrown out in November last year.
StubHub moving into direct ticket sales comes as customers become more frustrated with the perceived inability to grab tickets to forthcoming events on the primary market.
Due to professional scalpers snapping them up in order to sell at an inflated price point when demand is high, it is becoming increasingly difficult to score tickets at the first time of asking.
Back in December, Adele partnered with Songkick to oust the touts by only selling tickets to fans who had preregistered via email. Those with a known record for buying up tickets to sell them on were blocked from the sale.