The O2 signs exclusive deal with StubHub

The O2 has today (3 June) announced an exclusive partnership with StubHub, which will become the venue's official ticket resale partner for all its events.

The O2 and StubHub join forces
The O2 and StubHub join forces

The collaboration will see the O2’s primary ticketing platform, AXS.com, integrate with StubHub – an Ebay-owned company.

This will mean customers purchasing tickets from StubHub will see original tickets validated and cancelled, and a new ticket and barcode will be issued in the buyer’s name.

Both the O2 and StubHub have said they will work together to combat ticket fraud and abuse of the ticketing system with this technology.

Rebecca Kane, general manager of the O2, said: "The O2 is the most popular venue in the world and tickets for our events often sell out extremely quickly. To ensure that as many people as possible can come to events here we wanted to partner with a trusted and secure ticket resale provider.

"By partnering with StubHub we are working with a resale marketplace that has a proven pedigree in serving fans and providing an innovative service for our customers. Integrating our own ticketing platform means that fans can buy in confidence and enjoy the best in live entertainment at the O2."

StubHub said it does not acquire, own, price or list any tickets itself, but provides a safe and secure platform for ticket buyers and sellers.

Brigitte Ricou-Bellan, general manager, international, of StubHub, added: "StubHub is about giving fans access to the very best in live entertainment and providing a safe, secure platform to buy and sell, up to the very last minute on our website, in person or on their phones and tablets.

"With more than 8.6 million visitors every year, the O2 is the most popular venue in the world and we know that there is high demand for events there amongst our customers. We also know that a high proportion of these are visitors from abroad and with an increasingly percentage of our sales comings from cross border trade we know that we can offer these fans a service that guarantees peace of mind."

In November 2012, Anschutz Entertainment Group (AEG), which owns the O2 Arena, signed a multi-year global partnership with Ebay. The deal included the integration of ticketing platforms and marketing assets with AEG’s international venues, including Los Angeles’ Staples Center.

Most recently, Ebay retired its tickets category in the UK and migrated to the dedicated platform StubHub.

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