Ticketmaster-owned resale site TicketsNow has been named the official marketplace for the 2012 AT&T Cotton Bowl Classic.

The partnership will enable fans and brokers to list tickets in an online exchange and set their own prices. Additionally, the partnership lets officials keep track of secondary market activity.

Scheduled for January 6 at Cowboys Stadium in Arlington, TX, the long-running Cotton Bowl sold out in record time this year, according to organizers, even though the teams won’t be revealed until December 4.

“The AT&T Cotton Bowl Classic is among the most popular bowl games in all of college football,” Mike Newquist, TicketsNow business development director, said in a statement. “We are thrilled to power the Official Ticket Exchange for this time-honored event, and look forward to serving college football fans with the very best service and most secure ticketing technology available.”


Because the event is sold out, the original Ticketmaster listing now offers consumers a link to the option “Find Tickets (on Partner Site),” which redirects them to the TicketsNow site.

Such links are part of Ticketmaster’s ongoing resale initiative, which offers clients a share of the profits made from ticket sales on TicketsNow. Clients choose whether to allow their original event listing to include the link.

Last month, TicketsNow also was named the official marketplace for the Allstate Sugar Bowl and the BCS National Championship.

Established in 1999, TicketsNow was acquired by Ticketmaster in 2008 for $265 million dollars.