City's Ticketing Tech Partner Gets Bigger Role
Manchester City's ticketing technology provider, SeatGeek, is stepping further into the spotlight. The two parties have broadened their existing arrangement into a full global partnership, a move that will put the company's branding across the club's digital and social channels and inside the Etihad and Joie Stadiums on both men's and women's matchdays.
The relationship isn't new. SeatGeek first came on board as City's primary ticketing technology partner ahead of the 2018/19 season, and has been the engine behind matchday, hospitality and concert ticketing at both stadiums ever since. What's changed is the scope: an eight-year working relationship has now grown into something more visible and more commercial.
For supporters, the practical experience stays the same. Tickets are still bought and managed through the club's website and app, and City retain control of direct sales and resales through their own channels. SeatGeek continues to supply the technology underneath. No new buying process comes with this announcement.
What the Club Says
Greg Swimer, City Football Group's chief technology officer, framed the deal as part of a wider push on the fan experience.
"Continuously investing in the best technology to improve the online ticketing and membership experience for fans is a key priority for Manchester City."
Swimer also called SeatGeek the club's trusted ticketing technology provider and said City were looking forward to continuing the relationship.
US Ambitions
SeatGeek won't just be raising its profile in Manchester. The company plans to use the partnership to grow its presence in the United States — a market City Football Group knows well. For City, it's another commercial extension of a technical arrangement that has quietly been in place for nearly a decade.
The timing is typical. City return to Premier League action against Sunderland on Sunday, with Jeremy Doku potentially available after injury. Ticket news rarely dominates a matchweek, but this one at least keeps the turnstiles running smoothly.