StubHub launches Seatly for face-value UK football tickets

StubHub has launched Seatly, a new UK football ticketing platform that sells official match tickets directly from clubs at face value. The site is live now at Seatly Tickets, with all 20 Premier League clubs included at launch and app support promised soon for iOS and Android.

Why it matters: - Seatly is designed to give UK football fans a direct route to genuine match tickets without resale markups. - The platform gives clubs more control over pricing and allocation while reducing exposure to fake tickets and inflated secondary-market prices. - Seatly aims to make premium fixtures easier to buy for supporters across the country.

What happened: - StubHub launched Seatly, its new UK football ticketing platform, on October 22, 2026. - Seatly is now live at Seatly Tickets and is available to supporters across the country. - Seatly launches with all 20 Premier League clubs, including Arsenal, Liverpool and Manchester United. - The platform includes tickets for Premier League matches and UEFA Champions League matches.

The details: - Seatly is not a secondary marketplace. - Fans cannot list tickets on Seatly at inflated prices. - Seatly tickets are sold at the price set by the club. - Seatly does not add resale markups. - Seatly says every ticket comes directly from the club, making the tickets authentic. - Ticket delivery works through Apple Wallet or Google Pay. - Seatly does not charge additional booking fees. - Clubs can use Seatly to reach supporters beyond their own box offices and websites. - Clubs keep control over their own pricing and sale rules. - StubHub said Seatly will have an app soon on iOS and Android.

Between the lines: - Seatly is a notable shift for StubHub because it moves from broad ticket resale into a model built specifically around club-supplied inventory. - The platform positions itself as a trust-and-access product in a market where fans often face sold-out fixtures, fake tickets and high resale prices. - A StubHub spokesperson said the company sees the launch as a breakthrough into Premier League and Champions League football, with a customer-focused model and no extortionate fees.

What's next: - Fans can browse upcoming fixtures, see which clubs are on Seatly and buy tickets directly from partner clubs. - The Seatly app is expected soon on iOS and Android. - Seatly will continue expanding its offering through official club agreements. - The company says the platform is now serving Premier League fans across the country.

The bottom line: - StubHub is betting that face-value, club-supplied football tickets can win over UK fans frustrated by resale fees and ticket scarcity.