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StubHub and viagogo Announce Partnership with ULTRA Europe to Expand Global Access to Europe’s Premier Destination Festival

NEW YORK, March 24, 2026--StubHub (NYSE: STUB), the leading global ticket marketplace, and viagogo, its international platform, today announced a new Open Distribution partnership – a model previously called "Direct Issuance" – with ULTRA Europe, strengthening the festival’s international ticketing strategy and expanding access for fans traveling from around the world to one of Europe’s most anticipated electronic music events.

articleStubhub Holdings, Inc.March 24, 20263/company/stubhub-holdings-inc/news/stubhub-and-viagogo-announce-partnership-with-ultra-europe-to-expand-global-access-to-europes-premier-destination-festival
StubHub and viagogo Announce Partnership with ULTRA Europe to Expand Global Access to Europe’s Premier Destination Festival

About this update from Stubhub Holdings, Inc.

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StubHubULTRA Europeviagogointernational platformfan communities