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SeatGeek Partners With NFL in League's New Approach to Ticketing

  • Co-founder says proving to teams being open is best approach
  • Model for sports tickets compared with that for ride-sharing
Fans cheer on the New England Patriots against the New York Giants during Super Bowl XLII on February 3, 2008 .
Photographer: Doug Pensinger/Getty Images North America

SeatGeek is becoming a distribution partner of the National Football League, putting the mobile-first startup alongside larger rivals Ticketmaster and StubHub in the league’s new approach to ticketing.

The partnership lets New York City-based SeatGeek, a relative newcomer to the industry, sell verified NFL tickets through its own marketplace starting this year. That could include primary tickets sold directly from clubs as well as resale tickets listed by fans, inventory simultaneously listed through the other companies.