Thursday, September 12, 2013

LEXINGTON, Ky. (September 12, 2013) — The Breeders’ Cup today announced the event is adding a new ticketing feature to their existing ticketing program that gives patrons more flexibility and security when purchasing tickets for the Breeders’ Cup World Championships. TicketResell by SeatAdvisor is an online tool that allows patrons to resell tickets they can no longer use back to the Breeders’ Cup primary ticket inventory. The Breeders’ Cup, Thoroughbred racing’s premier international event, held at Santa Anita Park in Arcadia, Calif., on Nov. 1-2, 2013, will be the first event in the horse racing industry to offer this functionality to their patrons.

The TicketResell technology is a first for the ticketing industry and was developed by SeatAdvisor, Inc., a global ticketing software company and the official box office software provider of the Breeders’ Cup since 2008. With TicketResell, if patrons are no longer able to attend the event, they are now able to resell event tickets directly through online accounts held with the Breeders’ Cup. A desired resell price is set, and tickets are then added to available inventory, accessible to new buyers at the box office, online, or over the phone. Upon being sold, sellers are able to recoup the original cost of the tickets or more, less a minimal servicing fee.

“We understand that even after purchasing tickets some of our guests may not be able to attend, and other patrons may wish to purchase tickets for a section that is currently sold out,” said Brandy Stoeckinger, Director of Ticketing at the Breeders’ Cup. “This new offering from SeatAdvisor provides an added convenience to our patrons. It also creates more secure access to tickets removing the risk of counterfeiting.”

In addition to being more convenient and safe for patrons, the TicketResell technology helps the Breeders’ Cup better manage ticket inventory and limit sales lost to secondary ticket resellers. The event will also be more accessible, as tickets that may go unused can be resold.

SeatAdvisor, Inc. works with more than 3,000 venues in the arts and sports market throughout the U.S., Australia, Europe, Canada, Singapore, Malaysia, Mexico and Caribbean. In addition to the Breeders’ Cup, an impressive roster of North American horse racing venues utilize SeatAdvisor’s box office software including Churchill Downs, Del Mar Thoroughbred Club and Arlington Park to name a few.

More than a year in the making, TicketResell is the latest innovation from SeatAdvisor, Inc., and is now available to all venues and events that use the SeatAdvisor Box Office (SABO) ticketing solution. For more information on SeatAdvisor and TicketResell, visit or call (877) 732-8627.

About the Breeders’ Cup

The Breeders’ Cup administers the Breeders’ Cup World Championships, Thoroughbred racing’s year-end Championships. The Breeders’ Cup also administers the Breeders’ Cup Challenge qualifying series, which provides automatic starting positions into the Championships races. The 2013 World Championships will be held at Santa Anita Park in Arcadia, Calif., on Nov. 1-2, and will be televised live on the NBC Sports Network and NBC in the US. The $5 million Breeders’ Cup Classic will be shown live and in primetime on NBC. Breeders’ Cup press releases appear on the Breeders’ Cup Web site, You can also follow the Breeders’ Cup on social media platforms, Facebook, Twitter and YouTube.

About SeatAdvisor

SeatAdvisor, Inc. is a global ticketing software company dedicated to providing businesses, organizations and venues with an affordable, efficient, and powerful enterprise-level ticketing solution called SABO. SABO is the acronym for its cloud-based software (SeatAdvisor Box Office). The company's interactive SeatMaps have been live on the web assisting venues since 1999. Recent developments for the company include Web Intelligence Reporting, TicketResell by SeatAdvisor, 360° Pano, and iScan Technology along with a SABO Mobile App that enables clients to utilize Apple’s line of mobile devices for ticket scanning. SeatAdvisor, Inc. maintains Global Headquarters in San Diego, CA, however their box office printing and ticket software products are in use by thousands of venues worldwide with clients in the US, Australia, Europe, Canada, Singapore, Malaysia, Mexico and the Caribbean. For additional information about SeatAdvisor, visit or call (877) 732-8627.