The Seattle Sounders and Seattle Reign are cutting out the middle player in their ticket game. The clubs announced Tuesday that they will end their partnership with Ticketmaster and move ticketing to fan platform Jump starting in 2027. The shift will pull ticket sales, transfers, resale and fan engagement directly under team control, promising a single-login, single-wallet setup for supporters. Concerts and other non-soccer events at Lumen Field will still run through Ticketmaster, so Seahawks fans and touring acts are not part of this shake-up.
Jump will power team-controlled ticketing
According to a Jump announcement, this is the company’s first step into Major League Soccer and will give it responsibility for end-to-end ticketing, commerce and data for both clubs starting in 2027. Jump says its agentic AI tools will handle much of the pricing and inventory heavy lifting while handing the Sounders and Reign first-party control of fan data and marketing. The release pitches the move as a way for teams sharing a building to run their own fan platforms without having to rip out stadium-wide systems that other events rely on.
What the clubs are telling fans
Team executives are selling the switch as a win for supporters. Hugh Weber, the organizations' president of business operations, said the partnership will "unlock more customized connections that reflect what our fans expect and deserve," and VP Kaitlin Bailey cast the move as a strategic evolution aimed at ongoing innovation, as reported by FOX 13 Seattle. Local coverage notes that the clubs see this as removing the "middle partner" between the front office and the people in the stands. In other words, fewer layers between your phone and your seat.
How it will work at Lumen Field
Jump’s announcement says the platform will manage season tickets, single-game sales, group options and resale inventory for both clubs. At the same time, it stresses that other event operators at Lumen Field will keep their current setups. Concerts and non-soccer events will continue to be sold through Ticketmaster, preserving existing venue-level deals, according to Jump. That kind of separation is crucial at a building that juggles NFL games, major concert tours and international fixtures on the same turf.
Why the timing matters
The move comes as Ticketmaster finds itself under fresh scrutiny. In March 2026, the U.S. Department of Justice reached a tentative settlement with Live Nation that would require Ticketmaster to open parts of its platform to competitors and curb some fees. The Washington Post reports that many state attorneys general quickly criticized the deal as not going far enough. That mix of government pressure and fan anger over service fees has helped steer more pro teams toward direct-to-fan ticketing models like this one.
Precedent and what to watch
The Minnesota Timberwolves and Lynx already shifted their game ticketing to Jump at Target Center, a rollout that both the clubs and the company say gave them tighter control over memberships and in-venue commerce, according to the teams’ announcement. That shared-venue test run likely informed the Sounders and Reign decision, by the parties’ own account. Season-ticket holders in Seattle can expect a gradual rollout with account-migration instructions and new management tools as the 2027 handoff approaches. The real test will be whether fans feel a smoother, more personalized experience or just a new logo on their digital tickets.
For now, nothing changes for tickets already sold this season. The clubs say members and season-ticket holders will get more details on renewals and migration timelines in the coming months. The message from both organizations at this stage is blunt enough: they want to own the fan relationship, not rent it.
