StubHub Signs First Theatre Deal, Becomes Official Resale Partner for ATG Entertainment’s Broadway Houses

StubHub has entered the Broadway business, striking an exclusive partnership with ATG Entertainment that designates the ticket marketplace as the official resale outlet for 16 ATG-managed venues in the United States, including six high-profile theatres on the Great White Way.

What the agreement covers

The multi-year deal applies to ATG’s Broadway portfolio—the Hudson, St. James, Al Hirschfeld, Eugene O’Neill, August Wilson and Walter Kerr Theatres—as well as regional landmarks such as Brooklyn’s Kings Theatre, Boston’s Emerson Colonial, Detroit’s Fisher Theatre and Houston’s Smart Financial Centre. ATG, formerly Ambassador Theatre Group, rebranded last year as it widened its U.S. footprint.

First show to hit the platform

The inaugural production available via StubHub will be Jason Robert Brown’s The Last Five Years, starring Nick Jonas and Adrienne Warren at the Hudson. Fans will also gain verified resale access to long-running hits already housed in ATG venues, including The Book of Mormon, Moulin Rouge! The Musical, Hadestown, Cabaret and Sunset Boulevard.

Why it matters

• First theatre vertical for StubHub: The company—best known for sports and concerts—continues to diversify its live-event alliances.

• Single resale destination: Listings for participating venues funnel into StubHub, offering buyers FanProtect-guaranteed tickets and sellers a dedicated Broadway storefront.

• Integrated ticketing shift: ATG’s merger with Jujamcyn Theaters brought five additional Broadway houses onto ATG Tickets; SeatGeek contracts at the Walter Kerr and August Wilson expire in May 2025, fully consolidating distribution under the ATG umbrella.

Executive perspective

ATG U.S. CEO Lori Hotz calls the agreement “a shared bet on the future of live entertainment,” noting StubHub’s reach will surface Broadway shows to millions of existing users. StubHub partnerships head Adam Budelli says the move “opens doors for theatre-goers and producers alike” by pairing ATG’s inventory with StubHub’s data-driven marketing engine.

What happens next

StubHub expects listings for ATG venues to go live within weeks, rolling out first on web before integrating with the StubHub app. The launch precedes a busy summer season that will test demand for marquee revivals and limited-run musicals—offering both theatres and ticketholders a new, verified resale channel just ahead of the Tony Awards voting window.

With Broadway attendance still rebounding to pre-pandemic levels, the partnership signals growing confidence that a streamlined aftermarket can help fill seats—proving once again that a hit show isn’t the only ticket to box-office success.

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