Image credit: Viagogo
London – March 18, 2026 – Today, Viagogo announced the launch of Viagogo Distribution Manager, an AI-powered self-serve tool that lets artists, teams and venues list and manage official tickets directly on its global marketplace. Distribution Manager is the first product built on top of Viagogo’s Open Distribution model, which the company has been scaling over the past 18 months.
“Artists, teams and venues want to distribute on their own terms. Distribution Manager gives them a simple way to do that,” said Shaun Stewart, VP of Open Distribution at Viagogo. “More than 35 partners are already seeing the benefits of Viagogo Open Distribution, and directly integrated sales are up 84 per cent year-over-year. One MLB team alone has sold over US$40 million in tickets through the platform.”
Distribution Manager puts value back into the hands of those creating the events, cutting out the middleman. Whether it’s a global sports franchise or a small grassroots venue, any “rights holder” can now reach more fans and keep a greater share of the revenue. There are no exclusive contracts, no seller-side fees and full control stays with the partner.
Through Viagogo’s marketplace, partners reach over 125 million registered users across more than 200 countries and territories and 33 languages.
Viagogo Distribution Manager arrives as the market shifts toward open, non-exclusive distribution. The tool empowers rights holders to act on that shift today.
How Distribution Manager works
Distribution Manager doesn’t require a technical team or a complex integration. A festival manager, sports team or promoter can type something as simple as “Help me sell tickets,” and the tool pulls up the event, identifies the ticket type, helps set a sales goal and automatically lists the inventory on Viagogo. There is no API integration required.
Because the tool sits on top of more than 25 years of Viagogo marketplace data, it can surface real-time pricing and demand signals. Partners see what similar events are selling for and where demand is building before a single ticket goes live.
Viagogo handles payments, fraud protection and customer support. Every ticket sold through Distribution Manager comes directly from the artist, team, or venue, and is backed by Viagogo’s guarantee.
Early partners are already pointing to the wider value of Distribution Manager and, more broadly, Viagogo Open Distribution including Alex Bailey, Head of Ticketing and Event Sales, BWT Alpine Formula One Team.
“Our fans follow BWT Alpine across continents and time zones,” Bailey said. “The partnership with Viagogo puts race day tickets in front of those fans wherever they are, through a platform they can trust. For us, open distribution isn’t just a sales channel. It’s how we make sure the people who care most about this team can actually be there.”
Artists, teams, venues, and other rights holders interested in listing on Viagogo can find learn more at www.viagogo.com/partners, with a video demonstration available to download here.