Fanatics Steps Into Ticketing With Ticketmaster Deal

Global digital sports platform, Fanatics, has taken another major step toward becoming the ultimate one-stop-shop for sports fans by launching the Fanatics Ticket Marketplace.

This new feature, created in partnership with Ticketmaster, allows users of the Fanatics app to purchase resale tickets alongside apparel, merchandise, trading cards, and collectibles.

The partnership is a key part of a broader collaboration between Fanatics and Ticketmaster’s parent company, Live Nation.

Under the two-way agreement, Ticketmaster’s ticket inventory will be accessible via the Fanatics app, while Fanatics’ merchandise will now be available through Ticketmaster.

The move signals Fanatics’ continued expansion beyond merchandise and collectibles into new verticals within the sports industry, following its previous forays into trading cards and sports betting.

With this new partnership, the company has opted for a strategic collaboration rather than building a platform from scratch or acquiring an existing ticketing service.

The Fanatics Ticket Marketplace is exclusively available on the Fanatics app, a clear indication of where the company sees its future growth.

The Fanatics app, which underwent a major redesign last year, integrates e-commerce, trading cards, and free fantasy games, though its sportsbook remains separate.

By leveraging personalisation tools and a loyalty currency called FanCash, the company is looking to incentivise repeat purchases and deepen user engagement.

In addition to the ticket marketplace, Fanatics is introducing app-exclusive products to drive mobile engagement, including the limited-edition MLB collaboration with Japanese artist Takashi Murakami, which will only be available for mobile shoppers.

These strategies appear to be paying off, with Fanatics reporting an 80% increase in app revenue in February 2025 compared to the same month in 2024.

The partnership also benefits Ticketmaster, as it allows the company to expand its reach and diversify its sales channels.

Ticketmaster has a track record of embedding its ticket sales within third-party platforms like Spotify, Meta, and BandsInTown.com.

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