SeatGeek is linking up with Major League Baseball in a reported $100 million deal.
The New York-based company will be MLB’s official ticket reseller, in a five-year pact worth an average of $20 million per season, according to Forbes. The deal was announced on Monday.
“Baseball is the largest spectator sport in the world in terms of total attendance, and the nature of the league’s 162-game season makes it ripe for innovation on the ticket resale side of the business,” said SeatGeek co-founder Russ D’Souza.
The tie-up will facilitate ticket reselling through SeatGeek’s marketplace using barcode integration.
“The league is looking to get younger sports fans and harness technology more effectively, and our platform is a perfect solution,” D’Souza told Front Office Sports.
“We’re eager to tap into SeatGeek’s extensive user base across numerous categories to reach an even wider audience of potential attendees,” said MLB chief revenue officer Noah Garden.
SeatGeek also partners with a handful of NFL and NBA teams, and has MLS and NASCAR in their portfolio.
The deal with MLB is the second in February in which SeatGeek has stepped in for StubHub. Earlier this month, the company announced a deal with major college athletics reseller Paciolan. That deal begins in July.
MLB also announced on Monday that its London series in June between the Chicago Cubs and St. Louis Cardinals will air in the U.S. on ESPN and Fox Sports.