Relevant Sports Group has entered a three-year ticketing deal with StageFront related to the International Champions Cup, which they hope will go on as planned in 2021 with fans in attendance. StageFront will serve as both a sponsor and ticketing partner for the ICC men’s event, which features a number of the world’s top soccer clubs playing in stadiums across the United States.
“We hope this deal sends a signal to the marketplace that live events are coming back,” Relevent Sports CEO Daniel Sillman said in an interview. “That those who are in the live events space, whether it’s an event producer like ourselves, or a ticketing and events partner like Stage Front, are all hearing from the talent, the clubs, the leagues, the governing bodies and the fans that they plan to go to events in the summer of 2021.”
All ICC events were cancelled in 2020, due to the restrictions on live sporting events and attendance as the COVID pandemic gripped the globe. In previous years, fan favorites including Real Madrid, Juventus, Bayern Munich, Manchester United and others have all participated. The series featured 18 matches at 17 venues in 2019, and has run since 2013.
No specific plans have been released for 2021 events, though Sportico reports that the organizer is likely to focus setting up matches in places like Florida and Texas, which have maintained the ability for sporting events to be held with fans in attendance with safety and social distancing requirements in place. Plans are likely to be developed and announced depending on how the next 30 days progress in terms of the pandemic and vaccination efforts, and how they impact local communities’ plans for allowing fans at live events.
StageFront will leverage its expertise in the new partnership, helping ICC organizers develop ticketing plans that can react in real time to business intelligence data and customer behavior. The “full menu” of its abilities will be put to work as ticketing offers are rolled out for the 2021 events, according to Mike Guiffre, head of partnerships and marketing at StageFront.
“For example, if you’re getting a ton of people hitting your website and going to the cart but not buying, maybe tickets are overpriced,” said Guiffre. “If you’re seeing that everyone is buying instantly on the secondary market, you’re probably underpriced. And what search terms are being used? There’s a lot of data out there that can be utilized.”
Terms of the deal, aside from its three year length, have not been reported.