Does the NFL's move toward an 'open distribution' ticketing model, while retaining Ticketmaster as the top partner, favor the fans or the league's bottom line?
NFL's New Ticketing Era: More Access or More Fees?
The NFL has officially approved a new secondary ticketing model that retains Ticketmaster as its top 'platinum' level partner but shifts toward an 'open distribution' strategy. Under the previous arrangement, Ticketmaster held exclusive access to the full season-ticket holder resale inventory for all 32 teams. However, the new model, which will be implemented during the upcoming offseason, allows other authorized secondary marketplaces-including SeatGeek, which has agreed to join at a 'gold' tier-to access the same inventory. NFL SVP Bobby Gallo stated that this change is designed to increase liquidity for season ticket holders and provide fans with greater access to tickets across multiple sites. While the deal does not impact primary ticketing for major events like the Super Bowl, it represents a significant shift in how the league manages secondary sales. While some see this as a way to increase competition and reach, others note that the primary driver for the NFL appears to be increasing fee revenue through a more distributed, yet still controlled, network of partners.
Options
- It improves fan access by providing more marketplace options.
- It helps season ticket holders achieve better resale liquidity.
- It is a strategic move to maximize league fee revenue.
- It may complicate the secondary market by reducing exclusivity.