Flash Seats, the digital ticketing system that has been used by the Cleveland Cavaliers since Dan Gilbert launched the company in 2006, will have some company when it comes to events at Quicken Loans Arena later this year.
The Cavs announced on Thursday, April 12, that StubHub, the world’s largest ticket marketplace, has agreed to a mulityear deal with the Cavs and AXS, Flash Seats’ parent company, that will give the team’s fans an additional option to buy and sell tickets.
Beginning with the 2018-19 NBA season, the Cavs will have two official ticket marketplaces — Flash Seats and StubHub.
In a news release, the Cavs said the “merging of these technologies will create a fully integrated and convenient ticketing experience for Cavs fans and event-goers at Quicken Loans Arena.” Fans, the team said, will be able to “seamlessly” list and purchase seats on either platform.
The platforms, however, will not change because of the partnership.
Fans will need to decide on which platform to list a ticket, and doing so will not result in the listing being seen on both Flash Seats and StubHub. The partnership, though, will mean a fan can access his or her Flash Seats tickets when they log into their StubHub account.
“Greater, secured access to guaranteed tickets in the secondary marketplace, with increased opportunity to buy and sell for our fans, is the core focus of this partnership for us,” Cavs president of business operations Nic Barlage said in a statement released by the team. “We know this is important to our fans, and we’re pleased to be able to offer this expanded opportunity.”
StubHub’s platform gives pricing guidance to its users, alerts them to the “best values” available for each event, and offers a virtual, 360-degree view from each seat.
The company, which is based in San Francisco, says it has more than 130 partnerships in the NBA, MLB, NHL, MLS and NCAA.
Veritix, which was formed after Flash Seats acquired Vertical Alliance in 2008, merged with Outbox AXS in June 2015. Los Angeles-based AXS, which is operated by AEG, maintains an office in Cleveland, though the majority of Veritix’s key leaders, including founding CEO Sam Gerace, left after the merger was finalized. Gilbert maintains a minority stake in the combined company.
Flash Seats has deals with six NBA teams, three NHL clubs, five MLS teams and the WNBA’s Minnesota Lynx, and is the ticketing platform for the NCAA men’s and women’s Final Four, as well as the College World Series in baseball and softball.
A partnership such as the one between the Cavs, Flash Seats and StubHub is uncommon, but it’s not the first of its kind.
The NHL’s Vegas Golden Knights announced a similar deal with StubHub and AXS last November. The Golden Knights’ president is former Cavs director of business operations Kerry Bubolz.
Brian Peunic, AXS’ senior vice president of sports, said the most recent deal creates “an additional distribution channel for Cavs tickets, with all the convenience, reliability and security that comes with Flash Seats.”