StubHub To Take On Ticketmaster With New Platform

StubHub is setting its sights on battling Ticketmaster even more to gain a bigger share of the live-event ticketing market.

According to Venturebeat.com, the eBay-owned company is launching a new, all-encompassing ticketing platform, offering both primary and secondary tickets for a "reimagined rightsholder branded experience, full market visibility, data ownership and the listing of primary and secondary ticket inventory in a single marketplace," as reported by the company's press release.

In conjunction with the launch, StubHub is partnering with the Philadelphia 76ers and will become the official ticketing partner for the NBA franchise, beginning with the 2016-17 season.

Under the new platform, StubHub will offer ticketing via a single seat map without designating tickets as primary or secondary.

"For over 15 years, StubHub has been a marketplace that connected buyers and sellers of tickets to live events on the secondary market, but now we are in a position to provide the industry a true end-to-end ticketing solution that combines our experience in e-commerce and secondary ticketing with a set of features that will help our partners sell more tickets," Scott Cutler, president of StubHub, said in a statement. "This new platform signifies the evolution of our company and a revolution in the industry."

This further entrenches StubHub in its competition with Ticketmaster after the company sued its rival and the Golden State Warriors last March for what it called "unfair and illegal anti-competitive business practices that prevent fans from deciding how they want to resell their tickets and which artificially drive up ticket prices."

Now, we'll see how StubHub can possibly affect the landscape.