Victory Live Lands MiLB Partnership to Expand Secondary Ticketing Reach

Minor League Baseball is stepping deeper into the modern ticket distribution game.

Victory Live has been named the preferred secondary ticketing services partner of Minor League Baseball and Diamond Baseball Holdings (DBH) in a new multi-year deal aimed at expanding ticket access and helping clubs reach new fans.

Under the agreement, Victory Live will support a modernized ticket distribution strategy across select DBH-operated clubs, allowing teams to distribute inventory simultaneously across major marketplaces including Ticketmaster, StubHub, SeatGeek, and Vivid Seats. The partnership will also tap into Victory Live’s network of travel, loyalty, and corporate partners to broaden ticket visibility even further.

“Minor League Baseball is one of the most unique and community-driven ecosystems in sports,” said Kate Howard, Chief Revenue Officer at Victory Live. “By working alongside DBH and MiLB, we’re creating a more connected ticketing marketplace. We’re going to help clubs expand their reach, improve efficiency, and ultimately reach new fans and sell more tickets.”

The move reflects the growing emphasis across sports on diversified ticket distribution strategies designed to capture demand wherever fans are shopping. While all MiLB clubs will continue selling tickets through their primary platform at MiLB.com, Victory Live’s technology will help participating clubs expand their footprint across secondary and partner marketplaces.

DBH, which owns and operates dozens of Minor League Baseball teams across North America, sees the partnership as another way to make the fan experience more accessible.

“DBH is always looking for ways to make it easier for fans to connect with our clubs and experience everything that makes Minor League Baseball special,” said Justin Gurney, VP of Ticketing at DBH. “Victory Live’s approach helps expand access to tickets across the platforms fans already use, allowing us to reach more communities and create more opportunities for memorable experiences at our ballparks.”

MiLB executives also framed the partnership as a growth play for clubs navigating an increasingly competitive live entertainment landscape.

“This partnership represents an important step forward in how our clubs connect with fans and grow their businesses,” said Mark Plutzer, Senior Vice President of Ticketing at Minor League Baseball. “Diamond Baseball Holdings will play a key role in accelerating the adoption of Victory Live’s model, and we look forward to supporting the marketing efforts across the MiLB ecosystem with the shared goal of driving attendance and long-term growth across the league.”

Victory Live said its platform gives teams real-time insights into ticket demand, pricing trends, and distribution performance, helping clubs make more data-driven decisions while maintaining control of their ticketing operations.