Manchester City Expands SeatGeek Ticketing Deal Into Global Partnership

Manchester City and SeatGeek are expanding their eight-year ticketing relationship into a broader global partnership, keeping SeatGeek’s technology behind the club’s ticketing operations while adding new marketing exposure for the U.S.-based ticketing company.

Under the new agreement announced Thursday, SeatGeek will continue to power ticketing technology for Manchester City matchdays, hospitality and concerts at both Etihad Stadium and Joie Stadium. The partnership now also gives SeatGeek branding across Manchester City’s digital and social channels and inside its stadiums during men’s and women’s matches.

Importantly, the expanded deal does not shift control of Manchester City ticket sales to SeatGeek. The club said it will continue to manage the direct sale and resale of its tickets, with SeatGeek providing the underlying technology supporters use to purchase and manage tickets through Manchester City’s website and app.

That makes the latest announcement as much an expansion of the commercial relationship between the companies as a ticketing technology renewal. SeatGeek has powered Manchester City’s ticketing operation since 2018, but its brand will now receive substantially more visibility alongside the technology itself.

TicketNews covered the original agreement in April 2018, when Manchester City selected SeatGeek as its official primary ticketing partner beginning with the 2018-19 season. The SeatGeek Enterprise platform was deployed across the men’s and women’s clubs and throughout the Etihad Campus as part of Manchester City’s ticketing, membership and hospitality infrastructure.

At the time, SeatGeek described the Manchester City agreement as part of its push to grow its primary ticketing business in the U.K. and Europe. Eight years later, the geography emphasized by the companies has effectively flipped: the new global partnership is being positioned in part as a vehicle for SeatGeek to expand its brand recognition in the United States.

Manchester City and SeatGeek described the U.S. as an important growth market for both organizations. SeatGeek said it plans to use the club’s international reach to build additional American brand awareness, adding a soccer-focused component to a U.S. sports portfolio that already includes partnerships across the NFL, NBA and MLS.

“Continuously investing in the best technology to improve the online ticketing and membership experience for fans is a key priority for Manchester City,” City Football Group Chief Technology Officer Greg Swimer said.

“We have worked with SeatGeek for a number of years as our trusted ticketing technology provider and it’s fantastic to further integrate our two brands with the announcement of this global partnership,” Swimer added.

For SeatGeek, the extension also maintains one of the company’s longest-running major European soccer relationships. The company has continued to build its position in English football through Premier League and English Football League clients, including a 2025 extension of its ticketing partnership with Leeds United.

“Manchester City has worked with us since 2018, and we’re proud to continue that work through this new global partnership,” SeatGeek Regional Director for EMEA Jordan Hitchen said. “Together, we’ve used technology to make ticketing more efficient and deliver a better experience for fans, and there’s more to come in the years ahead.”

The partnership applies beyond Manchester City’s soccer matches. SeatGeek’s system will continue supporting hospitality and concert ticketing at the Etihad Stadium as the club develops the surrounding Etihad Campus into a broader year-round sports and entertainment destination.

Neither company disclosed financial terms or a specific expiration date for the expanded agreement.