StubHub to Sponsor Jennifer Lopez's Las Vegas Residency: Exclusive
The secondary ticket marketplace is named the official partner of J.Lo's "All I Have" stand at Planet Hollywood Resort.
In its latest collaboration with the primary live music business, StubHub, the leading secondary ticket marketplace, has joined with Jennifer Lopez and Caesars Entertainment's Planet Hollywood to form a new partnership focused on providing fans access to exclusive tickets and promotions as an official sponsor for Lopez's Las Vegas headlining residency show, Jennifer Lopez: All I Have, Billboard has learned.
Lopez began the residency on Jan. 20, 2016, at The Axis at Planet Hollywood Resort & Casino.
StubHub will directly offer a selection of premium tickets and VIP experiences to the site’s immense audience of concert-goers, and will enable fans to buy and sell "tens of thousands of tickets, whenever they want," through StubHub's desktop and mobile sites, including apps for iPhone, iPad, Apple Watch and Android. Access to these premium seats are available now on StubHub.
"For years, StubHub has been dedicated to helping music fans see their favorite artists live and create memorable experiences," said Geoff Lester, head of partnerships and business development for StubHub, in a statement to be released later today. "We are pleased to be able to work with Jennifer's team to give them unique access to our very dedicated fan base to promote the residency and any of her projects. Even more so, we're excited that this partnership will offer our fans unique access to Jennifer and her show."
StubHub branding will be visible and included throughout the event venue and marketing assets as well as web and social assets. Fans can sign up for accounts on StubHub.com for updates at @StubHub and @Jlo on twitter to learn about exclusive opportunities for meet and greets, VIP experiences and more.
Directed by Nappytabs, the husband and wife team of Napoleon and Tabitha Dumo, All I Have features Lopez's hit songs, including "On The Floor," "Jenny From The Block," "Get Right" and "Love Don't Cost A Thing." The production is supported by a five-piece live band and 16 dancers, showcasing state-of-the-art technology in sets, lighting, video and special effects.
Launched in 2000, StubHub quickly became the leading secondary ticket platform and has evolved from a primary business pariah to, increasingly, a partner, providing a secondary ticket solution such powerful partners as Major League Baseball, the National Basketball Association, the National Hockey League, Major League Soccer and the National Collegiate Athletics Association, as well as ESPN, Anshutz Entertainment Groupo, AXS Ticketing, and Spectra Ticketing & Fan Engagement. StubHub is an eBay company (NASDAQ: EBAY).
Now with more than 20 million unique visitors per month, StubHub's increased integration into the primary business has been strategic, led by President Scott Cutler, a former NASDAQ exec now in his second year running the company. "We are such a meaningful part of the industry, but we can't operate independently from the industries in which we participate," Cutler told Billboard in an interview late last year. "We're finding new ways to be able to connect those consumers with the artists, with the teams, with the performers. We have to be a builder, a connector, not just a disruptor."
But Cutler admits that StubHub's history as a "disruptor" has presented challenges as the company moves forward seeking primary biz partnerships. "Think in terms of the value we've created for the industry in terms of access, of consumer awareness, of sell-through, of, quite frankly, the economic opportunities, because we're now such a significant player," Cutler said. "We can't continue to exist as a disruptor, so it's really important for me to be viewed as a partner, as being part of that ecosystem and adding value to that ecosystem. I have to say that and we'll be saying that for years to come."