Ticketless subscription platform FanRally, which was founded in 2020 to innovate on the traditional season ticket model for sporting events, has partnered with the Los Angeles Kings and their AHL affiliate the Ontario Reign, as well as existing ticketing service AXS, to offer FanRally’s subscription membership options to fans.
Through this partnership, the two teams have become the first professional hockey franchises to use this new software to enable fans to reserve seats through their memberships as opposed to buying tickets for games. FanRally’s memberships work like streaming services memberships, allowing subscribers to pay a monthly subscription cost in exchange for access to seat reservations.
The Ontario Reign subscription has been available since the season started in October, and the LA Kings subscription service, LA Kings Reserve, officially went live last week. Fans can access the site to create their member account and begin reserving their seats for home games.
“Integrating the AXS ticketing platform with FanRally’s ticketless membership platform allows our partners like the Los Angeles Kings Hockey team, to interact with their younger fans who value flexibility and have shied away from traditional ticketing packages,” said AXS Chief Revenue Officer Rob Sine in a statement.
LA Kings Reserve allows members to reserve up to two games at a time — although they can attend unlimited games in a season — reserve specific seats at no additional cost based on their subscription tier, attend games with their friends and family using FanRally’s group reservations, and easily manage their subscription via the Kings apps.
The new offering will enable the team “to build the direct relationship with the fan while they, especially younger fans, can personalize their ticket experience,” said Mason Donley, Kings Vice President of Ticket Sales and Service, in a statement.
FanRally Chief Executive Officer Chris Giles added, "This partnership is giving fans their first glimpse into our ticketless future. We’re thrilled to partner with the Kings, the Reign, and AXS to deliver exclusive, on-demand subscriptions designed for Millennials and Gen Z.”