StubHub has announced a partnership with viagogo and ULTRA Europe, aiming to enhance global access to the popular music festival, which attracts over 160,000 fans each year. As part of this collaboration, StubHub will serve as ULTRA Europe’s Official Distribution Partner in North America, while viagogo will take on the role of Official International Distribution Partner.
Adam Rapchik, a representative from StubHub, emphasized the significance of ULTRA Europe, stating, “ULTRA Europe is a bucket-list destination for dance music fans around the world, and it’s exactly the kind of event that benefits from a marketplace built for cross-border demand.” This partnership is expected to streamline ticket sales and improve accessibility for international attendees.
Scheduled for March 24, 2026, the festival’s first phase lineup has already been announced, featuring renowned artists such as Calvin Harris, John Summit, Martin Garrix, and FISHER. The inclusion of such high-profile performers is likely to draw even larger crowds, further solidifying ULTRA Europe’s status in the electronic music festival scene.
In addition to the ULTRA Europe partnership, StubHub has been actively involved in other major events. For instance, during the recent Sweet 16 round in Houston, Nebraska fans accounted for 28% of ticket sales on StubHub, while Texas buyers led with 46%. This data highlights StubHub’s growing influence in the ticketing market.
However, the ticketing landscape remains competitive, with Ticketmaster holding approximately 80% of primary ticketing. The recent merger of UFC and WWE into TKO Group Holdings in 2023 has also reshaped the industry, with WWE live event revenue reaching $82.5 million in Q3 2025, up from $51.1 million the previous year.
As StubHub and viagogo work to enhance the ticketing experience for ULTRA Europe, observers are keen to see how this partnership will impact ticket sales and attendance numbers. Joe Bašić, a spokesperson for ULTRA Europe, noted, “By partnering with StubHub and viagogo, we’re focused on welcoming more international attendees, reaching new fan communities, and strengthening the overall ticketing experience for ULTRA Europe.”
Details remain unconfirmed regarding the full lineup and ticket pricing for the festival, but the anticipation continues to build as fans eagerly await further announcements.