StubHub and New Era Partner to Drive F1 Merchandise Sales Through Ticketing Platform
Event summary
- StubHub and New Era have partnered to offer personalized merchandise deals to fans during the ticket-buying process.
- The partnership launches ahead of the F1 Miami Grand Prix on May 4, 2026.
- F1 ticket demand on StubHub in North America grew 132% between 2022 and 2025.
- New Era F1 race-specific cap sales grew 1.5x in 2025, with North American markets leading the surge.
The big picture
This partnership capitalizes on the surging popularity of F1 in North America, where ticket demand and merchandise sales have seen significant growth. By integrating merchandise offers directly into the ticketing experience, StubHub and New Era aim to create a seamless, high-conversion path for fans. The move reflects a broader trend in sports marketing, where digital platforms are leveraging data to personalize fan interactions and drive ancillary revenue streams.
What we're watching
- Fan Engagement
- How StubHub's personalized offers will affect fan loyalty and repeat purchases.
- Revenue Synergy
- Whether the partnership can drive meaningful incremental revenue for both StubHub and New Era.
- Market Expansion
- The pace at which this model could be extended to other sports and events beyond F1.
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