The rise of secondary ticket sellers such as StubHub has become a thorn to sports franchises in recent years.
The NBA has taken action to regain control of the marketplace by joining with Ticketmaster to create a super site for teams to sell tickets and their fans to resell them.
The league announced the partnership Monday as a one-stop shopping source for fans seeking various ticket options. The new site will be launched in October.
The Miami Heat has already been utilizing Ticketmaster as their primary ticket seller as well as for the Heat TicketExchange that enables season-ticket holders to peddle their tickets.
One reason the NBA chose Ticketmaster was that 24 teams were already using the ticketing giant.
“The NBA is determined to provide their fans a safe, convenient place to buy and sell game tickets, and we are delighted to be delivering this revolutionary solution,” said Nathan Hubbard, CEO of Ticketmaster.
It remains to be seen what fees fans will pay on the new site, but the NBA/Ticketmaster pairing should be able to compete favorably with StubHub.
"We are committed to ensuring that our fans receive the best in service and selection when it comes to purchasing individual game tickets, and Ticketmaster's proven ticketing solutions for both the primary and resale markets were the right fit for us," said NBA Executive Vice President of Team Marketing & Business Operations Chris Granger.
Heat officials have often made the point that their TicketExchange is the only reseller that can guarantee admission to the game.
“There are other sites, big and small, that will tell consumers that they will get a refund if the tickets they buy turn out to be fraudulent; which is all well and good, except that in our experience what ticket buyers want is not a refund but entrance to the event they believe they have purchased tickets to attend,” Eric S. Woolworth, the Heat’s president of business operations said earlier this year.
Clearly the NBA is hoping to avert fans from taking their business to those other sellers such as StubHub, TicketNetwork and eBay by offering the super site.
ESPN’s Darren Rovell cited a survey by the league that showed 70 percent of fans who had purchased tickets from a secondary site went to the team site first and didn't find what they were looking for, as well as another that fans preferred to shop in a single location.
The NFL has a ticket resale site that is run by Ticketmaster, the NFL Ticket Exchange.