Both the NFL and Ticketmaster offer the extensive buying options through their applications for Android or iPhone. The companies claim this is to make the purchasing process more convenient for fans.

“For heavier ticket buyers, this app has the opportunity to become a core part of their purchase experience,” said Joline McGoldrick, research director at Millward Brown Digital. “The uptake and regular usage of this with occasional ticket buyers is less clear.  They likely require more incentives to download and use this app.”

Easy process
The NFL Ticket exchange, currently in its seventh season, has tickets available for all 32 NFL clubs. One of its new features incorporates Ticketmaster’s new barcode transfer technology, which validates each ticket electronically and issues it in the new buyer’s name.

Select stadiums will permit fans to use the app by presenting their mobile device to gain entrance, in lieu of a printed ticket.

Regular season tickets are available to be electronically delivered immediately after purchase and can be printed within minutes. For fans looking to purchase last-minute tickets, this will be a favorable option.

The app also aims to please users by enabling them to access all available ticket options. Consumers can interact directly with fans and sellers in order to provide an all-inclusive experience.

While some fans may choose to purchase through desktop, dedicated fans with previous knowledge of stadium seating will likely buy via the app.

“Apps like Uber and Venmo have already shown how simplistic it is to make transactions via an app,” said Jonny Egan, digital manager at No Limit Agency. “Simplicity is key.”

Each ticket is authentic, and the NFL Ticket Exchange claims to uphold the highest level of security of all resale sites. If a buyer wants to be certain of the ticket validity, the Ticket Exchange is the only place that offers guarantees.

With many Web sites specializing in rapid ticket resale, such as StubHub, ticket buyers are looking for reputable venues where they know they are purchasing from actual people, rather than machines possibly selling invalid tickets.

“I do think sites like StubHub will see a decrease in sales,” said Shawn Aguilar, digital marketing manager at Tap Sense. “Especially with the NFL, a brand like no other, this is the only way to get a true ticket.”

Teaming with Ticketmaster
The NFL’s decision to partner with Ticketmaster will cement its validity with resale options and authentic tickets. By teaming up with an established Web site with a large client base of its own, both brands can only increase their targeted audiences.

Many large brands are indulging in cross-partnerships that yield new and exciting ventures for their clientele. Marketers are aware of who their target consumers are, so choosing the right partner is a calculated strategy.

“Apps and other mobile platforms have reached the point of maturity that they must consciously manage their brand and value proposition in the same ways as traditional brands do,” said Ms. McGoldrick. “The threshold for apps is not whether they are downloaded, it’s their everyday relevance.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York