Last June the Yankees were looking at an almost 4% drop in attendance since the previous year, when attendance had decreased 3%. Convinced that their product was priced correctly, the Yankees laid the blame squarely at the feet of secondary market retailer; StubHub.
“We believe there are serious issues with the StubHub relationship,” team president Randy Levine told The Post yesterday. “We are actively reviewing more fan-friendly alternatives for next year.” (via Sports Business Digest)
The Yankees contract with StubHub expired at the end of last season, and it has not been renewed. Instead, the Yankees have taken the secondary ticket market into their own hands, partnering with Ticketmaster to create the "Yankees Ticket Exchange", the new official online resale marketplace for Yankees tickets. The exchange will be accessed online through "My Yankees Account" for Season Ticket Licensees, and will feature Ticketmaster's barcode transfer technology for the sake of security.
“The Yankees Ticket Exchange will be a safe, convenient, reliable and expedient way to purchase and sell guaranteed authentic Yankees tickets," said Hal Steinbrenner, the Yankees Managing General Partner. “It is unfortunate that unscrupulous resellers utilize deceptive practices and tactics and employ unofficial websites, all of which give rise to counterfeit tickets. Fans must be careful when purchasing from unauthorized websites as the tickets they are purchasing from the unauthorized resale websites could be counterfeit, stolen or otherwise void and as such will not permit the purchaser to be admitted into Yankee Stadium. We encourage fans to post and purchase tickets only through "Yankees Ticket Exchange," the only authorized resale website for the Yankees and yankees.com," said Steinbrenner. (via Press Release)
With the Yankees Ticket Exchange, fans can purchase tickets and have them electronically delivered as late as three hours prior to the start of a game. Looking to hopefully create an added benefit for resellers, the Yankees have also limited resale fees to 5% for those sellers that post their tickets through their "My Yankees Account".
The Yankees Ticket Exchange will be available for all Yankees regular season and Spring Training games in the 2013 MLB season.