The US Soccer governing body has expanded its partnership with major ticketing company Ticketmaster in a deal designed to boost sales.
The new deal sees Ticketmaster elevated as US Soccer’s official ticketing partner, expanding on an alliance that was most recently extended in 2019. Ticket-buyers can now purchase tickets directly through the US Soccer app, use a 3D interactive seat map, and save tickets to their mobile devices for ease of entry at stadiums.
As part of the expansion, fans will also receive custom content via the app and Ticketmaster will create sweepstakes for fans to enter.
The deal starts with this month’s matches involving the US men’s national team, who are due to host friendlies against Germany and Ghana, and the US women’s national team, who will play Colombia twice.
David Wright, US Soccer’s chief commercial officer, said: “Fans are the heartbeat of our business. Supporting our commitment to super-serve our passionate fans, we are excited to partner with Ticketmaster in our efforts to enhance the customer experience.
“Ticketmaster has been at the forefront of technology and innovation in this space for years and is the perfect match as we continue to elevate and evolve as a property.”
The deal comes at a key moment for US Soccer as the country prepares to host several major international tournaments – the 2024 Copa America, 2024 Concacaf W Gold Cup, 2025 FIFA Club World Cup, and 2026 FIFA World Cup – and capitalize on the game’s growing popularity. Additionally, US Soccer has joined the Mexican Football Federation to launch a combined bid to host the 2027 FIFA Women’s World Cup.
Ahead of its hosting duties, the governing body has already secured extensions to its commercial partnerships with Visa and Coca-Cola, and named sports technology company Sportradar as its official betting data partner.
US Soccer is also moving its headquarters from Chicago, Illinois, to Atlanta, Georgia, where it plans to launch its first national training center.
Ticketmaster, meanwhile, replaced SeatGeek as the official ticketing partner of the domestic Major League Soccer in March, adding to its considerable client portfolio.
Clay Luter, Ticketmaster executive vice president and co-head of sports, said: “As the game’s popularity continues to rise, we’re eager to take engagement and connectivity to the next level while actively discovering and connecting with new fans. Through our platform, we'll deliver must-have ticketing solutions, unique content, and innovations that further fuel the interest in soccer across the country.”
