Ambassador Theatre Group Strikes Broadway Ticket Deal With StubHub

ATG Dumps Seatgeek and Signs With Stubhub

The May 2025 announcement that Ambassador Theatre Group (ATG) (who has now merged with Jujamcyn Broadway theatres) has decided to dump Seatgeek in favor of the aftermarket ticket reseller Stubhub is both surprising and shocking in a number of ways.

Seatgeek's 2021 industry-changing masterstroke of becoming Jujamcyn's primary ticket seller is now all-for-naught, as per the recent announcement, they have now effectively been booted from the primary Broadway ticketing market. Read prior story at: Seatgeek Rises On Broadway To Become Powerhouse Primary Ticket Seller

How Seatgeek Broke New Ground on Broadway in 2013

There is no doubt that Seatgeek's 2021 venture into becoming the official primary ticker seller for the five Jujamcyn Broadway theatres in NYC was a master stroke that turned Seatgeek from a bit-player, aftermarket ticket reseller, into a primary Broadway show ticket seller for such Broadway shows as Book of Mormon, Cabaret, Hadestown, Moulin Rouge and Sunset Boulevard.

These shows all appeared at the former Jujamcyn theatres: St. James Theatre, Al Hirschfeld Theatre, Eugene O’Neill Theatre, August Wilson Theatre and Walter Kerr Theatre

The New ATG Ticketing Approach Appears To Be Multi-Pronged

ATG, with its strong British roots and unorthodox approach to Broadway ticketing appears to be taking a different approach by funneling all their Broadway ticket sales primarily through their own ATG ticket portal, but then allowing Stubhub to front-end that very same portal to further increase ticket sales.

This means that tickets to the shows that appear in the new list of ATG theatres are also seen on Stubhub, but operational costs are limited as ATG will not encourage primary ticket sales through their new partner. This is a very different deal than Jujamcyn had with Seatgeek, where Jujamcyn dropped all their ticket inventory into Seatgeek's vastly superior ticket system and let them handle the ticket sales for them.

Seatgeek V Stubhub

Even the most occasional user of the two different ticketing systems; Seatgeek and Stubhub, can easily see that Stubhub has a long way to go before they can handle the kind of functionality that Seatgeek delivered - which included great discount code management, solid user seat mapping and views of the stage from each seat, but ATG may ultimately not care about all that - they may only want the extra ticket sales from their partner and may not be interested in the customer experience on a secondary website. 

If users want the quality experience, they will naturally gravitate to ATG's official primary ticketing website - which is clearly not Stubhub, but ATG's very own site.

ATG Brings The Hudson and Lyric Theatres Into The Merger With Jujamcyn

Through the merger between ATG and Jujamcyn Theaters, the new ATG group now has a total seven Broadway Theatres. 

ATG brought in only two theatres; The Hudson Theatre and The Lyric Theatre. Jujamcyn brought in five theatres; St. James Theatre, Al Hirschfeld Theatre, Eugene O’Neill Theatre, August Wilson Theatre and Walter Kerr Theatre.

This merger solidifies the control of the big three theatre owners over Broadway, as well as now bringing in a private equity controlled entertainment company into the industry.

The First Shows To Appear on Stubhub

While tickets for all seven theatres are already appearing on the ATG ticketing system, they will be all eventually appear on the Stubhub site. The first show to appear on the platform is The Last Five Years, starring Nick Jonas and Adrienne Warren, at the Hudson Theatre. 

While the show itself has received excellent reviews, the partner ticketing site on Stubhub is not a pretty sight at all, as ticketing appears to be in the typical, somewhat discordant Stubhub format, that often makes it hard for ticket buyers to navigate as it was built for general ticketing and not at all Broadway focused.