The secondary ticket market isn’t what it used to be –and that’s great news for everyone. Gone are the days when resale was seen as a separate universe from primary ticket sales. Today, it’s become a goldmine of fan insights and engagement opportunities organizations never knew they had.
This shift is transforming how collegiate athletics view the secondary market: resale isn't just about moving tickets anymore—it's become a rich source of fan data and engagement opportunities. By understanding and acting on secondary market behavior, teams are building stronger fan bases and uncovering revenue streams. Let’s see what’s been discovered through Paciolan and SeatGeek’s integration in the 2024 College Football season.
The Hunt for Tickets: Rising Demand
Fan behavior data reveals strong marketplace momentum in 2024, with SeatGeek reporting fan listings up 38% compared to 2023, matched by a 7% rise in sell-through rates, indicating genuine, actionable demand.
This marketplace activity has established a consistent pattern, with secondary market prices averaging 135% higher than primary market prices. The demand is particularly evident in marquee matchups, where average resale prices reach $1,370 per ticket. These activity levels throughout the season reflect college football's strong connection with its fan base and the importance of accessible resale options.
Organizations are taking notice of this growing momentum and finding creative ways to tap into it. Take email marketing, for instance. This football season, organizations who partner with Paciolan's Marketing Automation service are generating cascading benefits, creating a multiplier effect. According to SeatGeek, these campaigns have generated over $1.2M in revenue. Want to see how schools are maximizing their secondary market success? Check out Supercharge your Secondary Market with SeatGeek for proven email strategies and real-world examples.
Database Growth: Your Next Best Fans
During the 2024 College Football season alone, 279K new fans entered organizations' databases through SeatGeek purchases. And these aren't just casual browsers—they're proving to be some of the most valuable fans out there.
Think about what that tells us: we've discovered someone who wanted those tickets badly enough to seek them out. That's golden information. Once fans are in the system, organizations can help them discover more events they love, while these purchase patterns reveal what matters most to different audiences. We saw this play out during the 2023 football season when new fans who first purchased football tickets through SeatGeek went on to spend $13M on additional tickets across all sports in 2024.
So how are organizations making the most of these high-value fans? It starts with seeing the full picture. By diving into analytics with dashboards and services like Paciolan iQ, patterns start emerging. Take that fan who just paid above face value for a sold-out rivalry game—that tells us something important about their passion and purchasing power. Organizations are using these signals to reach out at the right moment—maybe with pre-sale access to next season's tickets or a heads-up about premium seating opportunities for upcoming events.
The Future of Integrated Ticketing
The 2024 College Football season has shown us something compelling: fans want more ways to connect with their favorite teams and are willing to go the extra mile to be part of the action. It's about turning data into relationships, and that's where the integrated secondary market really shines. Through Paciolan and SeatGeek's integration, we're seeing organizations using insights from both primary and secondary markets to build relationships that last well beyond game day.
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