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Will Sunderland's ground breaking ticket deal force prices up or down?

Football News 24/7
The news that StubHub, the world's largest ticket marketplace, has signed a ground-breaking deal with Sunderland FC to serve as the club's official secondary ticketing partner from the 2012-13 season onwards opens new markets for supporters.

The deal represents StubHub's first Barclays Premier League partnership and major club sponsorship outside the US since entering the UK market in March of this year.

StubHub is the world's largest ticket resale marketplaceand gives fans a safe, convenient and regulated place to buy and sell tickets to the sporting events, concerts and shows, through its innovative StubHub.co.uk website.

It allows fans to sell unwanted season tickets to other fans registered through the StubHub site.

The partnership is ground-breaking in the industry as there are no restrictions on the pricing - tickets are listed at a price set by Sunderland season card holders and sold at a price determined by the market.

Season card holders are the only ones who will set the prices for Sunderland tickets on StubHub - the club will not dictate pricing and StubHub, as a core part of its business model, never sells tickets or sets any prices on its site.

Supporters can list tickets for all home games and buyers can purchase seats on StubHub.co.uk, its mobile site, and mobile applications.

As other clubs watch on, the key question is whether the idea will drive ticket prices down - if you can regularly buy cheaper - buying a season ticket may become less of an attraction next season. In reality what seems likely is that rather than selling tickets they don't want - fans might be more likely to sell for a profit the most attractive games like Newcastle, Man United, Man City and Arsenal. Every fan has a price and if demand is such expect some fans to cash in.


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