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Manchester City Announces Global Partnership with viagogo

Market Data 2 min read

Manchester City has officially unveiled a global partnership with viagogo, the leading international ticketing marketplace. As the club’s Official Marketplace Partner, viagogo will support fans worldwide in accessing match tickets more securely and seamlessly than ever before. With this partnership, City and viagogo are setting a new standard for international fan engagement and accessibility.

For longtime football fans, the news may bring back memories of the early 2000s, when viagogo first entered the football world through partnerships with top Bundesliga clubs. Back then, German football was undergoing a digital transformation, and viagogo was at the forefront, making headlines by teaming up with teams like HSV and Borussia Dortmund. Although controversial at the time, those early steps helped shape today’s secondary ticketing landscape in European football.

Now, over 20 years later, viagogo’s return to the Premier League through this partnership marks a full-circle moment in football ticketing evolution.

Why an official deal changes the resale picture

An Official Marketplace Partner is not just a logo on a board. Deals of this kind usually come with allocation, with listings surfaced through the club’s own channels, and with a degree of price guidance that a purely secondary listing never has. For anyone reselling Premier League tickets, that shifts both where the demand shows up and what a plausible price looks like.

It also fits a pattern. Marketplaces have been buying their way into the primary side of the market for a while now, and the pressure to do so grows once quarterly numbers are public — see what StubHub’s IPO means for the market. Football is simply where the volume is: Germany’s own 2024 figures had the European Championship at the top by some distance.

Whether a deal like this helps or hurts your margin is not something to guess at. TickSights tracks how prices and inventory actually move on viagogo, StubHub and Gigsberg, per event.

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