Sunderland AFC Partners with SeatGeek to Deliver Enhanced Ticketing Experience
April 2nd, 2025
SeatGeek, the high-growth technology platform transforming the live event experience for fans, today announced a multi-year partnership with Sunderland AFC of the EFL Championship.
Beginning ahead of the 2025/26 season, Sunderland AFC will move to SeatGeek’s enterprise ticketing platform, introducing a mobile-first experience that simplifies the way supporters purchase and access tickets. The new platform will go live in July 2025, in time for the upcoming campaign.
SeatGeek’s technology is designed to streamline every step of the fan journey—from selecting seats and checking out to entering the stadium on matchday. Supporters will benefit from an intuitive purchasing experience, improved communication during sales windows, and full support for digital ticketing.
Sunderland joins a growing number of clubs across the EFL Championship and Premier League leveraging SeatGeek’s technology to modernize their ticketing operations. The company works with nearly half of the English top flight, including Liverpool and Manchester City, as well as several EFL sides like Watford, Bristol City, and Middlesbrough.
"Throughout the last 12 months, we have partnered with organisations who share our passion for putting supporters first," said David Bruce, Chief Business Officer at Sunderland AFC. "SeatGeek’s technology will ensure our fans have a superior experience throughout their ticketing journey, from securing their seats to the moment they walk through the turnstiles at the Stadium of Light. We recognised the previous challenges faced by supporters in this area and, following an exhaustive process to identify a long-term ticketing partner, we are delighted to welcome SeatGeek to Wearside."
Jordan Hitchen, Director, EMEA at SeatGeek added: “Sunderland is a Club with deep roots and a strong connection to its supporters. This partnership is about giving those fans a ticketing experience that is modern, reliable, and easy to use – from the moment they secure their seat to arriving at the stadium on matchday.”
This new partnership highlights SeatGeek’s continued expansion across UK football and its commitment to delivering world-class technology to clubs at every level of the game.