Viagogo, the UK-based secondary ticket brokerage founded by Eric Baker of StubHub! fame, and Live Nation announced this week that Viagogo would serve as Live Nation’s exclusive secondary ticketer in the Netherlands.
While the Netherlands as a market is not as big as the UK or Germany – which together own about half of the estimated $9 billion European secondary ticket landscape, according to Baker – Amsterdam remains one of the premiere music destinations in the region.
“This deal marks the first time a promoter of this stature has worked with a secondary ticketing company,” Baker said. “Live music is the largest portion of the Dutch secondary market, and this will allow the two companies to work together constructively.”
In the past year, Viagogo has aggressively sought out deals with the NBA and with the Cleveland Browns of the NFL, in addition to bolstering its standing in throughout Europe. Baker said the reason is due to the increasingly popular secondary market.
“We’re starting in the Netherlands with this deal, but we’re thinking of it globally,” Baker said. “Ticket buyers from across Europe and around the world come to the Netherlands, which bodes well for us.”