Sounders and Reign sign long-term Jump deal to overhaul ticketing and fan platform from 2027

Seattle Sounders FC and Seattle Reign FC have agreed a long-term strategic partnership with Jump, adopting the company’s unified fan experience and ticketing platform across both clubs from 2027.  The deal makes the Sounders the first MLS club to sign with Jump and extends the provider’s presence in the NWSL, where it has already signed N.C. Courage and Denver Summit FC.Hugh Weber, president of business operations for Seattle’s professional soccer clubs, said: “Our organisation has been diligently focused on the fan and creating an incredible experience. This partnership is about unlocking more customised connections that reflect what our fans expect and deserve. It’s foundational in how we engage with our communities for years to come.”The clubs said Jump will support an end-to-end experience at Lumen Field, spanning ticket purchase, memberships and matchday interactions, with the platform designed around a direct-to-fan model rather than third-party distribution.The clubs said the product will offer “one login, one wallet” across tickets and memberships, alongside simplified purchasing and “transparent pricing”, and is intended to enable more personalised engagement based on supporter preferences and behaviour.The partnership also signals a shift in data and commercial ownership, with the clubs stating there will be “no middle partner” between the teams and their fans and that all elements of the ticketing ecosystem will be managed directly by the clubs.Kaitlin Bailey, vice-president of business strategy and analytics, said: “This is not simply a change in technology, it’s a strategic evolution in how we operate and grow. We are building an infrastructure that allows us to continuously innovate, adapt and lead in delivering world-class experiences both on and off the pitch for our fans.”Under the model, Jump will be used for Sounders and Reign matches and related soccer events at Lumen Field, while concerts and other non-soccer events will continue to operate on Ticketmaster, reflecting the complexities of a high-volume, multi-event venue.Jump said the partnership will use embedded AI capabilities to streamline operations and support decision-making across fan engagement, marketing and business operations, as clubs seek to unify CRM, ticketing and service workflows while building more valuable first-party audiences.Jordy Leiser, Jump’s chief executive and co-founder, said: “From the beginning, the Sounders and Reign have approached this as an opportunity to build something truly innovative and novel. They share one of the largest and most complex stadiums in North America, but they’re determined to operate with the kind of control, flexibility and intelligence modern sports organisations expect.”Jump was founded in 2021 and is backed by investors including Marc Lore and Alex Rodriguez, positioning itself as a direct-to-consumer alternative for teams seeking to reduce reliance on legacy ticketing infrastructure and improve margin, service and data visibility.For the Sounders and Reign, the move aligns with a wider industry shift towards owning supporter relationships across ticketing, payments and identity, with clubs increasingly treating ticketing as a strategic platform rather than a standalone vendor contract.