Today, StubHub and the Big 12 Conference announced a new partnership naming StubHub the Conference’s Official Open Distribution Partner and Official Secondary Ticket Marketplace, further expanding StubHub’s footprint across college sports. The announcement comes as the race for the Edward Jones Big 12 Football Championship heats up, with teams across the Conference competing for a spot in the Championship game taking place on Friday, Dec. 4 at AT&T Stadium in Arlington, Texas at 7 p.m. CT.
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StubHub becomes the Official Open Distribution Partner and Official Secondary Ticket Marketplace of the Big 12 Conference
Through the partnership, StubHub will bring its Open Distribution model to one of the nation’s most prominent collegiate athletic conferences, providing another way for fans to discover and access tickets to some of the Big 12’s biggest events.
“The Big 12 has built an incredible community around some of the most passionate fan bases and premier programs in college sports, and we’re excited to work together to bring even more fans closer to the action,” said Andy Miller, Director of College Sports Partnerships at StubHub. “With the Football Championship approaching and the race to Arlington taking shape, there couldn’t be a better time to begin this partnership and create more opportunities for fans to experience the biggest moments across the Conference.”
As the Big 12’s Official Open Distribution Partner and Official Secondary Ticket Marketplace, StubHub will leverage its global marketplace, historical Big 12 event buyers, broader college sports audience and local market insights to develop customized campaigns that promote Big 12 events to fans across the country. The partnership also includes links from Big 12 ticketing and social channels to relevant StubHub event pages, use of official Conference marks on StubHub’s platform and additional promotional opportunities.
“StubHub brings tremendous reach and a strong understanding of the college sports fan,” said Sean Desmond, Chief Revenue Officer at the Big 12. “We’re excited to work together to promote Big 12 events and connect with more fans across the country.”
The Big 12 partnership marks the latest expansion of StubHub’s college sports portfolio. Through the partnership, StubHub will support Big 12 championship events across football, men’s and women’s basketball and select Olympic sports.
StubHub’s Open Distribution model gives rights holders an additional channel to distribute official ticket inventory through the company’s global marketplace while maintaining flexibility within their broader ticketing strategy. By extending official inventory to StubHub’s audience, the model helps rights holders increase visibility for their events and connect tickets with fans already searching for live experiences.
About StubHub
StubHub is a leading global ticketing marketplace for live events. Through StubHub and its international brand viagogo, the company services customers in over 200 countries and territories, supporting over 30 languages and accepting payments in over 45 currencies – from sports to music, comedy to dance, festivals to theater. StubHub offers a safe and convenient way to buy or sell tickets to live events across the world for memorable live experiences.
About Big 12 Enterprises
Big 12 Enterprises is the business arm of the Big 12 Conference, focused on driving revenue growth, innovation, and long-term value for the league and its member institutions. Through strategic partnerships, media and content development, sponsorship, licensing, and emerging commercial opportunities, Big 12 Enterprises works to expand the Conference’s brand, enhance fan engagement, and maximize the overall business potential of Big 12 athletics
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