Dive Brief:

• A previously announced partnership between 270-year-old auction house Sotheby’s and online auction marketplace eBay will go live April 1, the companies announced Tuesday.

• The effort will pair Sotheby’s formidable art and antique sales and eBay’s e-commerce juggernaut of 155 million active global users.

• Sotheby’s has been working hard to boost its online sales to compete with rival Christie’s, which has a strong e-commerce platform.

Dive Insight:

This effort brings Sotheby’s 270 years of auction sales to a broader customer base thanks to eBay’s global reach. The first Sotheby’s-eBay auction April 1 will feature a New York-centric theme, including a 1970s-era sign from Yankee Stadium from famed Yankee slugger Reggie Jackson’s private collection, that could bring up to $600,000, according to the New York Times.

"What this partnership is about is leveraging eBay's audience and ability to target that audience and find clients that have the means to participate in a Sotheby's auction," said Sotheby’s SVP of commerce Josh Pullan.