Sunderland AFC is delighted to announce SeatGeek as the Club’s new Ticketing Partner.
The multi-year partnership will commence ahead of the 2025-26 season, as the Club transitions to SeatGeek’s market-leading enterprise ticketing platform.
This agreement represents SAFC’s continued investment in fan experience, as the Club strives to bring the best products and services to its supporters, digitally and in-stadia.
SeatGeek is one of the leading mobile-focused ticketing platforms, ensuring a first-class user experience and enhanced functionality across ticket purchasing and management, and stadium access.
The Club joins SeatGeek’s growing roster of football clients, including Premier League Clubs Liverpool and Manchester City. SeatGeek also partners with leading sports organisations globally, including the Dallas Cowboys, Major League Baseball, and the PGA Tour.
Chief Business Officer, David Bruce said: “Throughout the last 12 months, we have partnered with organisations who share our passion for putting supporters first. SeatGeek’s technology will ensure our fans have a superior experience throughout their ticketing journey, from securing their seats to the moment they walk through the turnstiles at the Stadium of Light. We recognised the previous challenges faced by supporters in this area and following an exhaustive process to identify a long-term ticketing partner, we are delighted to welcome SeatGeek to Wearside.”
Jordan Hitchen, Director, EMEA at SeatGeek added: “Sunderland is a Club with deep roots and a strong connection to its supporters. This partnership is about giving those fans a ticketing experience that is modern, reliable, and easy to use – from the moment they secure their seat to arriving at the stadium on matchday.”
Supporters are advised that the 2025-26 season ticket purchase and renewal process will continue to be facilitated by the Club’s existing Ticketing Partner.
The new platform will be introduced in July 2025 and the Club will ensure that comprehensive support is available to fans throughout the onboarding process.
The multi-year partnership will commence ahead of the 2025-26 season, as the Club transitions to SeatGeek’s market-leading enterprise ticketing platform.
This agreement represents SAFC’s continued investment in fan experience, as the Club strives to bring the best products and services to its supporters, digitally and in-stadia.
SeatGeek is one of the leading mobile-focused ticketing platforms, ensuring a first-class user experience and enhanced functionality across ticket purchasing and management, and stadium access.
The Club joins SeatGeek’s growing roster of football clients, including Premier League Clubs Liverpool and Manchester City. SeatGeek also partners with leading sports organisations globally, including the Dallas Cowboys, Major League Baseball, and the PGA Tour.
Chief Business Officer, David Bruce said: “Throughout the last 12 months, we have partnered with organisations who share our passion for putting supporters first. SeatGeek’s technology will ensure our fans have a superior experience throughout their ticketing journey, from securing their seats to the moment they walk through the turnstiles at the Stadium of Light. We recognised the previous challenges faced by supporters in this area and following an exhaustive process to identify a long-term ticketing partner, we are delighted to welcome SeatGeek to Wearside.”
Jordan Hitchen, Director, EMEA at SeatGeek added: “Sunderland is a Club with deep roots and a strong connection to its supporters. This partnership is about giving those fans a ticketing experience that is modern, reliable, and easy to use – from the moment they secure their seat to arriving at the stadium on matchday.”
Supporters are advised that the 2025-26 season ticket purchase and renewal process will continue to be facilitated by the Club’s existing Ticketing Partner.
The new platform will be introduced in July 2025 and the Club will ensure that comprehensive support is available to fans throughout the onboarding process.
