Roundabout Theatre Company artistic director Todd Haimes sees the partnership as a way of bringing in new audiences. (Photo by Brent N. Clarke/Getty Images)

Roundabout Theatre Company has teamed up with StubHub as its official secondary ticketing partner.

The partnership, which the companies are calling “the first of its kind,” will guide Roundabout ticket holders to resell tickets on StubHub’s platform, while providing Roundabout with data about ticket buying behavior. The announcement comes as StubHub has teamed up with Tessitura Network, Roundabout’s primary ticketing platform, to develop new ticketing technologies and integrate with the platform later this year.  

The new technology is meant to give Roundabout access to greater real-time inventory management as well as market and pricing data.

In addition to Roundabout, the Tessitura Network works with 600 arts and cultural organizations globally.

“StubHub, with its immense reach, provides another channel for Roundabout, and the entire Tessitura Community, to help them drive revenue in order to achieve their missions,” said Jack Rubin, chief executive of the Tessitura Network, in the press release. “Smartly moving inventory in a manner that benefits consumers and our clients is a vital need.” 

Roundabout also sees the integration as a way to “reach new audiences and connect with a diverse group of theater goers,” said Todd Haimes, CEO and artistic director of Roundabout.

StubHub already has a partnership with Roundabout on special programming and industry events hosted in StubHub’s Times Square Black Box space.

The company said the integration with Roundabout is part of its commitment to serve as a “valuable partner” for theater venues.