As a contentious national battle rages on between ticket sellers and
resellers over who owns the rights to a ticket, the digital ticket will
get its biggest test this week at the Final Four in Atlanta.
That's because about 30,000 seats in the Georgia Dome, roughly 40
percent of the total inventory, will be digital tickets, often referred
to in the business as paperless.
Many teams have adopted paperless ticketing as an option, including
the Cleveland Cavaliers -- whose owner Dan Gilbert owns Flash Seats, the
program that the NCAA is using. But never have so many seats been
digital for a sporting event as large as this.
The idea, at least for the NCAA and other stakeholders who sell
digital seats, is to control the flow of who sells what to whom by
requiring anyone who resells and transfers that ticket to use a
particular platform.
For the past couple of years, the NCAA used digital tickets only for
the 2,800 student tickets it gave out (700 per team) to ensure that the
seats given to students were assigned to a particular person. Once the
students were given the tickets, they were non-transferable.
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