SeatGeek has picked up the primary ticketing business of the Wild, which becomes the third NHL franchise (along with the Panthers and Mammoth) to work with the company. The multi-year deal gives SeatGeek rights to Wild hockey games, along with live entertainment programming at Grand Casino Arena, Roy Wilkins Auditorium and Saint Paul RiverCentre.
During the last three months, SeatGeek has secured ticketing deals with the Chicago Fire for their new venue, currently projected to open in 2028, and as the ticketer for Beemok Sports & Entertainment, which gives SeatGeek the inventory for the Cincinnati Open and the Credit One Charleston Open. The business of those organizations, along with the Wild, formerly belonged to Ticketmaster.
Recently, the Wild came up during Live Nation’s antitrust trial when team CRO Mitch Helgerson provided testimony regarding fear of retaliation from Live Nation if the club switched to SeatGeek. Live Nation and Ticketmaster were ruled to be an illegal monopoly by a federal jury. The remedies phase of that trial is still ongoing.
The Wild will benefit from SeatGeek’s Game Day Your Way product, a connected fan experience platform that helps clients understand fan tendencies, and SeatGeek IQ, the company’s data intelligence layer that powers price modeling. Russ D’Souza, SeatGeek’s president of supply, said he continues to see teams moving toward a tech-first mindset to help power growth and revenue goals.
“We’re in the right moment in time where I think a lot of rights holders are really putting an emphasis on improving their technology,” D’Souza told SBJ, “and this plays well to SeatGeek’s favor.”
