Sunderland AFC have signed a ground-breaking deal with online ticket marketplace StubHub.
StubHub, which will serve as the club's official secondary ticketing partner, is the world's largest ticket resale marketplace.
It will provide fans with a convenient and regulated place to get tickets for matches, and an easy way for season ticket holders to sell seats for games they are unable to attend.
The deal represents StubHub's first Barclay's Premier League partnership and major club sponsorship outside the US.
The partnership is ground-breaking in the industry, as there are no restrictions on the pricing - tickets are listed at a price set by Sunderland season ticket holders and sold at a price determined by the market.
Previously in the secondary ticket market, purchases were severely limited and were sold on at face value, plus service fees. Season ticket holders are the only ones who will set the prices for Sunderland AFC tickets on StubHub - the club will not dictate pricing and StubHub, as a core part of its business model, never sells tickets or sets any prices on its site.
StubHub will provide Sunderland supporters with a designated collection point at the Stadium of Light, where individual match tickets will be issued to the purchaser. This will enable sellers to leave tickets on sale on the StubHub site for much longer, and buyers to find tickets closer to kick off.
Sunderland supporters will also have the chance to win seat upgrades for certain matches, as well as the opportunity to win a number of "money can't buy" experiences.
SAFC Marketing Director Mike Farnan said: "StubHub enters the UK market with a powerful reputation in the US, where they are recognised as the biggest and most respected brand in secondary ticketing. This fits perfectly with our club ethos of affiliating ourselves with brands who are market-leaders in their field."
StubHub's General Manager Brigitte Ricou-Bellan said: "As a new entrant to the UK market, we recognise the power of the Sunderland brand and the passion its supporters have for the club. We have a similar passion for serving fans and our customers and are looking forward to working with the club to provide its fans with a best-in-class marketplace and experience."
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