The Los Angeles Kings and AXS announced on Wednesday that AXS Official Resale will serve as the team’s exclusive resale and secondary ticketing partner, and that a secure and protected marketplace will be established to consolidate a number of core season ticket member functions. This serves as a departure from the team’s previous agreement with StubHub.
One of the core purposes of this partnership is to provide a more streamlined and protected resale market integrated into an updated LA Kings MyAccount and an updated AXS app.
This partnership will give fans one destination to manage, sell and renew tickets via the updated LA Kings My Account or the AXS app, price floors to protect fans and ticket values, and competitive fees that will allow season ticket members to recoup more when selling tickets.
To promote the new platform, fees on all ticket sales and exchanges by Season Ticket Members will be waived for preseason and October games.
“The ticketing marketplace in sports is very diverse these days, and after a long evaluation for us, it became apparent that we wanted to create a protected marketplace for our season ticket members in a safe and secure way where they can control prices and protect their investments,” said Kelly Cheeseman, AEG Sports and Kings Chief Operating Officer.
Operationally, everything will now run through the AXS app, as well as an updated MyAccount page on LAKings.com in which Season Ticket Members can manage and renew their tickets. This streamlines a process that previously relied on multiple apps and partners to buy, sell and distribute tickets and is an organic response to the natural conversation between the team and its most ardent supporters.
“Looking at our season ticket member feedback, we are aware that elements of our previous fan experience managing our tickets has not been optimal, so we’ve taken steps to improve that,” said Vice President, Ticket Sales and Service Mason Donley. “Now, along with an updated app, an updated MyAccount will allow our members to seamlessly transfer, sell and purchase tickets in one place.”
Season Ticket Members will be able to use the AXS app to enter the game.
There will also be a price floor to protect season ticket members, who, along with the team, did not previously benefit from the inundation of other marketplaces with minimally expensive tickets.
“The feedback from our season ticket members over the last couple years has been very important for us to make sure that we address those needs as we created this, and there’s a tremendous amount of tickets that are traded and sold on the secondary market on a nightly basis, not only with the Kings but with a lot of professional sports teams, and we wanted to make sure that we create all the best of all worlds for our fans,” Cheeseman said. “For us to be able to give our season ticket members an optimal platform to post and trade directly from their account in a protected marketplace with floors, but also to be able to market those tickets directly on LAKings.com, side-by-side, with the inventory that we may have available as well, is a tremendous opportunity for them and a natural fit for them to be able to market their tickets.”
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-Lead photo via Rob Curtis/Icon Sportswire