The latest industry news to your inbox.

I'd like to hear about marketing opportunities


I accept IQ Magazine's Terms and Conditions and Privacy Policy


StubHub lands major primary partner: Rock in Rio

Tickets to the long-running Brazilian festival are on sale on a primary basis through StubHub, as the eBay-owned seller continues to branch out from the secondary market

By Jon Chapple on 12 Apr 2017

Jon Bon Jovi, Rock in Rio 2013

Jon Bon Jovi at Rock in Rio 2013

image © Focka on Flickr

In the biggest primary deal so far for the world’s largest secondary ticketing site, StubHub has been named the official ticket seller for Rock in Rio 2017.

StubHub told IQ last October that its business model is moving increasingly towards offering promoters “another channel to sell primary, face-value tickets”, as with its primary-market deals with sports teams such as the Philadelphia 76ers and the Brazilian national rugby squad. Its head of communications in December also revealed the company, a wholly owned subsidiary of eBay, is in conversation with potential partners in Australia with a view to selling their primary inventory.

StubHub says its platform was attractive to Rock in Rio given its global reach and capability for fans to buy tickets in their own language and currency.

“StubHub connects people to inspiring experiences, and as the international ticketing partner for Rock in Rio we will offer international fans an innovative, easy-to-use, secure platform to purchase their tickets to one the world’s most dynamic music festivals,” comments Ricardo Noryo, StubHub’s director of partnerships in Latin America.

“We chose StubHub as we want fans anywhere in the world to have the best possible experience buying their tickets for the event

“Since the 2013 edition of Rock in Rio, in Rio de Janeiro, we have seen international ticket sales to events in Brazil more than double, and we may be looking forward to the most global edition of Rock in Rio to date.”

Rock in Rio executive vice-president Roberta Medina adds: “At Rock in Rio, we strive for a line-up composed of the biggest music acts worldwide, and each year we are seeing a growing number of international attendees at the event. Therefore we chose StubHub, as we want fans anywhere in the world to have the best possible experience buying their tickets for the event.”

Tickets went on sale through StubHub/Ticketbis last Thursday (6 April), priced at £124/€145.

Rock in Rio 2017 is headlined by Lady Gaga, Maroon 5, Justin Timberlake, Aerosmith, Bon Jovi, Guns N’ Roses and Red Hot Chili Peppers.


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.