Another Latin American festival partnership for StubHub, as it continues to hedge its bets for a future beyond just ticket resale
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Tickets for sporting and food events are now integrated into the SB Nation and Eater sites, respectively, "adding value for our audiences", says Vox
By IQ on 02 Nov 2016
New-media start-up Vox Media – the fast-growing, private equity-backed publisher of websites such as SB Nation, The Verge, Vox and Polygon – has named StubHub its ‘official ticketing partner’ in a deal that sees StubHub event listings integrated into two of its most popular sites.
Readers of sports news site SB Nation and food guide Eater are now able to buy tickets to sporting and food events, respectively: On SB Nation an interactive StubHub widget is be integrated into “more than 300 individual team sites and schedule pages, giving sports fans direct access to their favourite events”, while the new-look Eater “highlights one StubHub venue in each of its 22 featured cities, showcasing upcoming events at that venue and highlighting the best places to eat and drink in the surrounding area”.
The deal will also extend to Vox’s Concert audience data marketplace, which StubHub will utilise to geotarget users and recommend nearby shows and sports matches.
“StubHub believes in connecting people to inspiring event experiences and Vox Media was a natural fit for us: audiences on SB Nation and Eater are already engaged with experience-driven content, like tomorrow’s football game or tonight’s dinner reservation,” says David Pierotti, StubHub’s head of media and distribution. “By integrating StubHub into that content as the official ticketing partner of Vox Media, we’re giving consumers new options to enhance their love for sports and other events and making it easy for them to explore relevant experiences.”
“Now, the millions of people who visit SB Nation and Eater each month have easy access to live events while they’re looking at sports scores or researching restaurants in their city”
Mike Hadgis, vice-president of brand partnerships and revenue at Vox Media, adds: “Vox Media is constantly looking for new ways to elevate our brand partnerships and create custom integrations that align with our audiences’ interests. We worked with StubHub to seamlessly integrate their brand across SB Nation and Eater, adding value for our audiences.
“Now, the millions of people who visit SB Nation and Eater each month have easy access to live events while they’re looking at sports scores or researching restaurants in their city.”
In August broadcast giant NBC Universal invested US$200 million Vox Media, which it valued at more than $1 billion.
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