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Nets, Barclays switching ticket partner from Ticketmaster to SeatGeek

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Boston Celtics v Brooklyn Nets - Game Five Photo by Sarah Stier/Getty Images

The Nets and Barclays Center, in a surprise move, have severed their long-term relationship with industry leader Ticketmaster, switching to SeatGeek, a 12-year-old digital ticketing platform that has been picking up professional teams and events in recent years.

The change will become effective with the beginning of the Nets 2021-22 season in October.

BSE, the parent company of the Nets, Liberty and Barclays, joins a long list of teams who have signed with SeatGeek since November, including the Cleveland Cavaliers, the Cotton Bowl Classic, and Major League Soccer clubs Sporting Kansas City and Houston Dynamo, Boardroom’s Shlomo Sprung reported. The Dallas Cowboys, New Orleans Saints, Liverpool FC, and Manchester City are among the company’s long-standing clients. BSE Global will be SeatGeek’s biggest partner.

“BSE Global and SeatGeek have similar DNA when it comes to innovating and adapting to the ever-evolving preferences of the live event consumer market,” said BSE Global CEO John Abbamondi. “We see great potential in leveraging SeatGeek’s latest technological developments and collaborating with them on ways to enhance the fan experience at Barclays Center.”

Among SeatGeek’s innovations, according the press release announcing the partnership, include the “Rally” functionality within its mobile app, which launched in April. Rally gives users unique ways to engage with current and upcoming events, including listening to a pre-concert playlist and planning for transportation, weather, and even food orders at select venues.

On Wednesday, season ticket holders received emails on the switch. Part of the letter, from Michael Wandell, the chief commercial officer of BSE Global, noted in part...

In the upcoming months, you will receive an email prompting you to link your current Brooklyn Nets season ticket account to a new or existing SeatGeek account. Our Membership Services team will then assist you with setting up your account manager and familiarizing yourself with SeatGeek’s platform. We are confident that the new ticketing experience will create an improved experience for next season and beyond.

“Barclays Center is one of the premier venues in the world, so this is a monumental deal for us as we work together to modernize the event-going experience,” said SeatGeek co-founder and CEO Jack Groetzinger. “As fellow New Yorkers, we couldn’t be more proud to bring our leading mobile technology to both our hometown and visiting fans.”

In addition to becoming the official ticketing platform of the arena, Nets and Liberty, SeatGeek will also become the naming sponsor of the Barclays Center entrance plaza, which has become an ad hoc town square for the borough. The plaza will now become SeatGeek Plaza.