• Struggling Jacksonville team has lowest resale vaule, volume
  • Uber is trying to learn what else it can sell with its app

First kitten delivery. Now NFL tickets?

In an experiment in selling tickets alongside taxi rides, Uber Technologies Inc. will sell discounted game-day tickets to the Jacksonville Jaguars, the team said Monday. That means in a single transaction, fans can buy both a ride and a ticket the game.

The move could drive additional sales for the Florida franchise, which hasn’t had a winning season since 2007. Tickets for the Jaguars, which play in one of the smaller markets in the NFL, have the lowest resale price -- and the smallest resale volume -- in the league.

"For last minute-decision makers not wanting to miss out on the excitement at EverBank Field, it’s a cost-effective choice to get downtown and into the game,” Chad Johnson, Jaguars Senior Vice President of Sales and Service, said in a statement.

For Uber, which is valued at $50 billion and operates in more than 300 cities, it is the latest in a series of new collaborations with off-line businesses. The company is working with restaurants to deliver food via UberEats. It’s running a courier service for small businesses with UberRush. In Pittsburgh, the company has a research lab in working on robotics and artificial intelligence. 

The tickets will be available on game day through the Uber mobile app starting Nov. 19, when Jacksonville hosts Tennessee. Fans can purchase up to four lower-level tickets at a "promotional price" and will be billed directly through Uber. The Jaguars did not respond to requests for comment or for more information.

On existing ticket resale sites like StubHub or eBay, Jaguars tickets average $97.65, the lowest of the NFL’s 32 teams, according to data from aggregator TiqIQ.com.

Owned by Pakistani automotive billionaire Shahid Khan, the Jaguars have been among the more experimental NFL teams. With an annual game in the U.K., they have been front and center of the league’s efforts to cultivate a European audience. They have also been at the forefront of some of the NFL’s recent tech unveilings. This year they introduced a team-branded video game, an online arcade, and one of the NFL’s first team-specific sets of emoji.

Based in San Francisco, Uber in 2013 partnered with the NFL Players Association to assist player who need a ride home.

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