MLB is once again reshuffling its ticketing strategy and bringing StubHub back in a major way. For Season Ticket Holders, this isn’t just a new corporate partnership. It directly impacts how your inventory competes on the secondary market.
2023: The "Fan-First" Revolution
In February 2023, MLB moved from StubHub to SeatGeek in a $100M deal. It was marketed as a “fan-first” revolution, integrating everything into the Ballpark app for “one-tap” sales.
The Vision: “With this new partnership, we’re making it easier than ever for fans to buy and sell tickets, while also providing our Clubs with the data and insights they need to better understand their fans.” — Noah Garden, MLB Chief Revenue Officer
2026: StubHub’s Back (And It’s Different This Time)
While the SeatGeek deal technically runs through this year, MLB pivoted in late 2025 to name StubHub its Official Direct Issuance Partner.
The New Vision: “We are excited to use StubHub’s Direct Issuance technology to give fans new ways to access tickets to their favorite Club’s games. This partnership underscores our commitment to providing the best possible fan experience by leveraging StubHub’s data, distribution, and technology to make it easier than ever to purchase our primary tickets.” — Noah Garden, MLB Deputy Commissioner, Business & Media
The New Reality about Direct Issuance:
- This is the part getting pushed in the announcement, and it’s worth paying attention to. Direct issuance basically means tickets can be distributed across multiple marketplaces, instead of relying on a single resale channel like the team website.
- MLB will be issuing tickets directly to StubHub. Buyers will not be able to distinguish which tickets on StubHub are listed by the MLB, or listed by an individual for resale.
- StubHub has introduced an “MLB Verified” tag on some listings. This doesn’t mean the tickets are being sold by MLB, but rather that they’re delivered directly through MLB’s ticketing system. The badge highlights tickets that can be instantly delivered through official channels, which may influence buyer behavior.
Example of MLB Verified Tag on StubHub
The Real Issue: Why I'm Seeing a Shift
After 15 years in this industry and helping clients buy and sell millions of dollars in tickets, I’ve seen lots of shifts in the ticket market. This current setup feels different, and introduces new risks while reselling season tickets.
The Ballpark App faced significant issues last year. We’re not just talking about design flaws; we’re talking about widely reported security concerns. When you have a federal class-action lawsuit (Lanham v. MLB Advanced Media) alleging disappearing tickets and compromised accounts, “convenience” is no longer the main metric.
The Strategy Move for 2026
MLB’s reshuffling of partners is structured to prioritize the league’s distribution. By pushing primary inventory directly to StubHub, this effectively blurs the line between primary and secondary tickets on the market.
More season ticket holders are starting to look for ways to manage inventory across multiple marketplaces, rather than staying tied to a single team-controlled ecosystem. As distribution becomes more fragmented, control and visibility are becoming more important than convenience alone.
Platforms like QuickAsyst are built around this shift. Helping sellers automate listings, manage pricing across marketplaces, and maintain visibility in an increasingly competitive MLB resale environment.
As the market continues to evolve, the advantage will likely go to sellers who treat ticket resale less like a one-click action, and more like an actively managed strategy.
Authored by
Andrew Vitale, Director of Revenue and Strategy. With over a decade of experience in the ticket resale market, he specializes in data-driven valuation, market trends, and premium seating. As moderator of r/seasontickets, Andrew combines analytics with real community insight to deliver practical ticket advice.
