Vivid Seats Announces Exclusive Multiyear Media Partnership with I Am Athlete

Rhea-AI Summary

Vivid Seats Inc. (NASDAQ: SEAT) has announced an exclusive multiyear media partnership with I Am Athlete (IAA), the athlete-led media platform founded by Brandon Marshall. The partnership, launching with the 2024 NFL Season, includes:

• Exclusive content featuring athletes and celebrities
• Advertising and sponsorship rights
• Live event experiences

Key elements of the collaboration include:

• A new custom segment called "Keep it Live" on IAA's "I Am Athlete Daily" show
• Promotion of Vivid Seats through native mentions and sponsored content
• Exclusive ticket packages and VIP fan experiences
• Relaunch of IAA's "On The Go" series with a 42-foot tour bus

This partnership aims to drive growth for both Vivid Seats and IAA while expanding brand awareness through new channels.

Positive

• Exclusive multiyear media partnership with I Am Athlete, potentially increasing brand visibility
• New content creation opportunities through "Keep it Live" segment on "I Am Athlete Daily"
• Access to IAA's wide-reaching and engaged audience base
• Expansion of engagement strategies through exclusive ticket packages and VIP experiences
• Potential for increased ticket sales through promotion on IAA platforms

Negative

• None.

Insights

Financial Analyst

This partnership, while interesting, lacks immediate financial impact for Vivid Seats (NASDAQ: SEAT). The deal's value and revenue potential are not disclosed, making it challenging to quantify its effect on the company's bottom line. However, it could potentially boost brand awareness and user engagement, which may translate to increased ticket sales in the long term. The collaboration with I Am Athlete might help Vivid Seats tap into new audience segments, particularly sports enthusiasts and younger demographics. While this could lead to customer acquisition and revenue growth, the actual impact remains speculative without concrete financial projections or performance metrics. Investors should monitor future earnings reports for any noticeable uptick in user growth or revenue attributable to this partnership.

Market Research Analyst

This partnership represents a strategic move by Vivid Seats to leverage content marketing and influencer collaboration. The deal with I Am Athlete aligns with current trends in digital marketing, where authentic, athlete-led content is increasingly valued by audiences. By integrating ticket sales with engaging content, Vivid Seats is adopting a modern, integrated marketing approach. This could potentially increase customer lifetime value and reduce customer acquisition costs. However, the success of this strategy depends on the quality of content produced and its ability to drive ticket sales. The partnership's effectiveness in converting content viewers to ticket buyers will be important in determining its long-term value to Vivid Seats. Investors should watch for metrics on engagement rates and conversion data in future reports to gauge the partnership's success.

Six-time Pro Bowler and sports media trailblazer Brandon Marshall to debut new show "I Am Athlete Daily” set to launch in September

Vivid Seats and I Am Athlete to create custom content, and launch new live event focused show

CHICAGO, Sept. 04, 2024 (GLOBE NEWSWIRE) -- Vivid Seats Inc. (NASDAQ: SEAT), a leading marketplace that utilizes its technology platform to connect millions of buyers with thousands of ticket sellers across hundreds of thousands of events each year, today announced an exclusive, multiyear media deal with I Am Athlete (IAA), the groundbreaking athlete-led media platform founded by former NFL All-Pro receiver Brandon Marshall. Launching with the official start of the 2024 NFL Season, the new strategic partnership includes exclusive content featuring athletes and celebrities, advertising and sponsorship rights, and live event experiences.

“We are excited to partner with Brandon to create unique, authentic, and engaging content that will drive growth for Vivid Seats, and I Am Athlete’s platforms, while growing our brand awareness through new channels,” said Stan Chia, Vivid Seats CEO. “This unique partnership is a new way for us to engage with fans and it will also meet the growing consumer demand for best-in-class and compelling content. As we focus on brand affinity and expanding our engagement strategies, we look forward to partnering with Brandon who has built an impressive platform portfolio with a wide-reaching and engaged audience base that is passionate about entertainment and sports.” 

I Am Athlete and Vivid Seats will produce an exciting new custom segment called “Keep it Live” that will air on I Am Athlete’s new daily show “I Am Athlete Daily” debuting in September, on all major podcast platforms. The new segment will air live every week and feature candid and captivating conversations with some of the biggest names in sports, music, and pop culture as they discuss the most anticipated games, concerts, and cultural events happening worldwide.

“The Vivid Seats team represents everything that “I Am Athlete” is looking for in a partner. Their people, culture, vision, mindfulness, and thoughtfulness around the consumer really stood out to me,” says Marshall, IAA creator and host. “This partnership is going to continue to disrupt the sports media landscape, which is something that IAA has always been at the forefront of. This unique and groundbreaking partnership signifies that we, the creators, can be more than podcasters and influencers; we can be platforms and networks. I hope that this partnership inspires other creators to explore the power of partnering and lead the way in how advertisers do business with us.”

In addition to content creation, IAA hosts will promote Vivid Seats and its channels, through native, organic mentions during episodes, and sponsored content. IAA will also collaborate on exclusive ticket packages and VIP experiences for fans, which are available through Vivid Seats platforms. These interactive fan engagement opportunities will include sought-after meet-and-greets, Q&A sessions, and giveaways. 

Back by popular demand, the wildly popular IAA “On The Go” series will relaunch in September. The 42-foot IAA tour bus will hit the streets next week. On board, founder and host Brandon Marshall will be traveling across the United States, on the field at the top NFL and college games in addition to behind-the-scenes content at live concerts, the big four fashion weeks and other culture events along the way. In true IAA style, Brandon and his team of seasoned co-hosts will capture exclusive, must-see content from some of the most sought-after and influential athletes and celebrities across the US.

“I Am Athlete” is a dynamic and engaging podcast network that dives deep into the world of sports, culture, and personal development through the lens of former professional athletes. Its portfolio consists of a variety of shows and channels, including “I Am Athlete”, “I Am Woman”, “On The Go”, and “I Am Athlete Daily”, each designed to offer unique perspectives and in-depth analysis on topics relevant to both sports fans and those interested in the broader aspects of athletic life.

About Vivid Seats

Founded in 2001, Vivid Seats is a leading online ticket marketplace committed to becoming the ultimate partner for connecting fans to the live events, artists, and teams they love. Based on the belief that everyone should “Experience It Live,” the Chicago-based company provides exceptional value by providing one of the widest selections of events and tickets in North America and an industry leading Vivid Seats Rewards program where all fans earn on every purchase. Vivid Seats has been chosen as the official ticketing partner by some of the biggest brands in the entertainment industry including ESPN, Rolling Stone, and the Los Angeles Clippers. Vivid Seats also owns Vivid Picks, a daily fantasy sports app. Through its proprietary software and unique technology, Vivid Seats drives the consumer and business ecosystem for live event ticketing and enables the power of shared experiences to unite people. Vivid Seats has been recognized by Newsweek as one of America’s Best Companies for Customer Service in ticketing. Fans who want to have the best live experiences can start by downloading the Vivid Seats mobile app, going to vividseats.com, or calling 866-848-8499.

About I Am Athlete 

I Am Athlete is a cultural phenomenon. IAA launched at the height of the pandemic in April 2020. What began as a small weekly discussion between Brandon Marshall, Chad "Ochocinco" Johnson, and a host of other NFL stars, has since exploded to over 1 Million YouTube subscribers and generated over 90 million organic views, globally. IAA invites listeners to join in on raw, unscripted, locker room conversations with some of the biggest stars in sports, news, and pop culture, including Aaron Rodgers, Travis Kelce, Reggie Bush, Jake Paul, Cam Newton, Lil Wayne, Fat Joe, Jermaine Dupri and more - often times revealing a side of athletes and entertainers never seen or heard before. IAA has given athletes a new platform to voice their perspectives and control their own narrative.

Media

Vivid Seats
Julia Young
Julia.Young@vividseats.com

I Am Athlete / Brandon Marshall 
Lindsey Deierling 
Press@houseofathlete.com

Investors

Vivid Seats
Kate Africk
Kate.Africk@vividseats.com

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/312da463-eb0f-4590-8b53-370672279ab9

FAQ

What is the new partnership between Vivid Seats and I Am Athlete?

Vivid Seats (NASDAQ: SEAT) has announced an exclusive multiyear media partnership with I Am Athlete (IAA), launching with the 2024 NFL Season. The partnership includes exclusive content creation, advertising rights, and live event experiences.

What new content will be created through the Vivid Seats and I Am Athlete partnership?

The partnership will produce a new custom segment called "Keep it Live" that will air on IAA's new daily show "I Am Athlete Daily," debuting in September 2024. The segment will feature conversations with notable figures in sports, music, and pop culture about upcoming events.

How will the Vivid Seats and I Am Athlete partnership benefit fans?

Fans will have access to exclusive ticket packages and VIP experiences through Vivid Seats platforms, including meet-and-greets, Q&A sessions, and giveaways. Additionally, the partnership will provide new engaging content through various IAA shows and channels.

What is the "On The Go" series mentioned in the Vivid Seats and I Am Athlete partnership?

The "On The Go" series, relaunching in September 2024, features a 42-foot IAA tour bus traveling across the United States. Host Brandon Marshall will capture exclusive content from top NFL and college games, concerts, fashion weeks, and other cultural events.