Ever gone to a game at Red Bull Arena and wished you could purchase a more expensive seat without the inconvenience of going all the way to Box Office or Customer Service? Brace yourself: your wish will soon be granted.
The New York Red Bulls' unstoppable frenzy of marketing partnerships continues with the announcement of an official relationship with Experience. In a press release, RBNY General Manager Marc de Grandpre and Experience President Ben Ackerman each said the deal would be great for fans. They might be right: the plan is for Experience to facilitate sales of seat upgrades and "fan experiences" ("watching warm-ups from the sidelines" is the example offered) via mobile devices. In plainer language: fans at Red Bull Arena on matchdays will be able to buy RBNY stuff with their phones (or tablets, or whatever internet-connected device you deem sufficiently "mobile" to want to carry it to RBA with you).
It sounds an interesting plan, and the club promises the app (which is what this will be) will be integrated with its Members Plus Loyalty Program. The press release says those signed up to the top tier of RBNY's membership program - the Red level - will have access to the greatest number of in-stadium purchase opportunities. But part of the point of the services offered by Experience appears to be to deepen fan engagement at live events: expect single-game ticket holders to be targeted for upgrades and opportunities to extend their commitment to RBNY.
The partnership is not expected to be visible to fans until the 2016 season - perhaps to allow RBA time to bolster the strength of its wi-fi. Although there is reason to suspect the Red Bulls and Experience have been working together for a while:
To find out more about Experience - which claims MLB.com, the National Football League, Live Nation Entertainment and Ticketmaster as clients - visit expapp.com.