SPORTICO: Fanatics Launches Ticket Strategy in Two-Way Deal with Ticketmaster

Company: AllCompany: Fanatics Commerce
Written By Seth Schlechter

Fanatics has made its long-expected push into ticketing.

Michael Rubin’s company has partnered with Ticketmaster to create the Fanatics Ticket Marketplace, where users on the Fanatics app can now buy resale tickets alongside apparel, merchandise, trading cards and collectibles. The deal is part of a wider two-way partnership between Fanatics and the Live Nation unit, whereby Ticketmaster tickets list via Fanatics, and Fanatics merchandise lists via Ticketmaster.

This is the latest step in Rubin’s goal to make Fanatics a one-stop-shop for anything sports fans want to buy. Questions about ticketing have lingered around the company for years, growing louder as Fanatics expanded first into trading cards and then into sports betting. The group explored possible M&A, and it also looked into building its own platform before settling on the Ticketmaster partnership…

Seth Schlechter
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