Online ticket exchange platform SeatGeek has entered into an exclusive new partnership with US golf’s PGA of America representative body.
As part of the deal, SeatGeek becomes the organization’s official ticketing supplier for its premiere championship events, including the PGA Championship, Senior PGA Championship, and the Women’s PGA Championship, as well as the 2025 Ryder Cup.
The partnership kicks off now this summer with ticket sales starting for 2024 PGA Championship.
SeatGeek replaces AXS as the PGA of America’s ticketing partner. The organization was seeking a new technology partner “that will help it take more control of its data to get a better understanding of golf fans across all tournaments.”
The golf body added that the move will “better inform marketing efforts and create more personalized tournament-going experiences.”
Through the agreement, PGA of America will have access to SeatGeek’s back-end technology, Unify. The platform will help the organization manage its sales and inventory to deliver a customized live event experience for golf fans.
SeatGeek’s vertically integrated platform will also help the team at PGA “capture better economics across all championship events.”
In addition, PGA of America will utilize SeatGeek’s event-day feature, Rally, to sell fans merchandise throughout its tournaments and direct them to event-day sponsor activations.
The ticketing platform recently announced a league-wide partnership with the Ladies Professional Golf Association.
Arjun Chowdri, chief innovation officer at PGA of America, said: “At the PGA of America, we’re continually looking to improve the championship experience, not only for our spectators but for our staff and tournament organizers who work tirelessly to create incredible moments for our attendees.
“SeatGeek’s technology and depth of data will give us unique insights into our spectators’ wants and needs while also helping us connect with a new generation of fans and players.”
Jeff Ianello, SeatGeek head of sales in North America and executive vice president, added: “PGA of America has always been a catalyst for change within golf. Everything it does has been with spectators and players top of mind.
“This is why we’re thrilled to work side by side with the PGA of America, which is committed to improving the championship experience and, as a result, growing the game for generations to come. We look forward to bringing our technology and unique insights to PGA of America, building upon the experience already synonymous with championship events and the Ryder Cup.”