Major League Basketball (MLB) has announced a partnership with leading mobile ticketing platform, SeatGeek, making them the league’s official ticket marketplace.

The partnership, reportedly worth US$100 million, comes after the MLB established refreshed rules designed to boost the efficiency and excitement of the game, partnering with SeatGeek’s innovative technology to develop the league’s ‘season of evolution’.

SeatGeek will introduce a ticket barcode integration, allowing fans to resell MLB tickets on the platform’s marketplace.

Additionally, the MLB and its teams will have access to SeatGeek’s database and analytics to help identify trends and new audiences within the sport.

Commenting on the partnership, MLB chief revenue officer, Noah Garden, said: “SeatGeek is a data driven company that is relentlessly focused on improving the fan experience from purchase to post-game.”

“We’re eager to tap into SeatGeek’s extensive user base across numerous categories to reach an even wider audience of potential attendees,” he said.

SeatGeek co-founder, Russ D’Souza, added: “Baseball is the largest spectator sport in the world in terms of total attendance, and the nature of the league’s 162-game season makes it ripe for innovation on the ticket resale side of the business.”

“With MLB, we get a chance to re-imagine what the ticketing experience is like while bringing new fans to the ballpark,” he said.

SeatGeek continues to sign major partners across major North American sporting leagues, adding MLB to a portfolio including the National Football League, National Hockey League, and Major League Baseball.

This announcement comes after the MLB sold their majority stake of BAMTech to the Walt Disney Company.