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Singh says StubHub puts fans first

Sukhinder Singh Cassidy, StubHub’s global president sat down with our founder Ian Nuttall to discuss business, technology, fans and… the future of ticketing.

Singh told the crowd of industry experts that, while it seems simple, the fans must always be at “the heart of what we deliver in ticketing.”

Nuttall added: “As an industry we should be thinking about better communication with our customers and earn trust and rebuild it and maintain it with our customers.”

The eBay-owned firm has become a major player in sports and entertainment with a host of different partners, including its biggest deal with Major League Baseball.

The StubHub executive, who has founded, successfully built and scaled technology companies, explained that the way to build trust is through primary partnerships.

Singh said that fans want a frictionless experience. She added that this involves utilising mobile technology, finding differentiation in the market, providing last minute access, and ensuring a safe and secure place to exchange tickets.

After some tough questions from Ian and the ticketing industry’s finest on touting, broker connections and the supply chain, Singh said: “The supply chain in ticketing is not easy. It’s fairly opaque and in some cases, could go down a lot of dark alleys.”

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