TicketsNow today begins its official rollout of a fan-to-fan secondary ticket marketplace, branded as “Sell Your Tickets on TicketsNow.” The Illinois-based company, purchased early this year by Ticketmaster, has traditionally operated as a clearinghouse for licensed brokers, with each seller on the site needing to clear an extensive pre-screening process. But with many brokers already using the site and the now publicly traded Ticketmaster positioning TicketsNow as its major consumer-facing entry into the secondary market, the desire to offer more inventory was palpable. Beta-testing on the peer-to-peer sales began in July, and the effort is positioned as a competitor to the more established StubHub. “By allowing consumers to sell their own tickets directly on TicketsNow, we can add an even greater selection to our already extensive online marketplace,” said TicketsNow CEO Cheryl Rosner.
By Eric Fisher, Staff Writer, SportsBusiness Journal