What Happened to Viagogo?

Viagogo Entertainment Inc., founded in 2006 by Eric Baker, quickly established itself as a significant player in the online secondary ticket market. Headquartered in Delaware, USA, the company operates a platform where users can buy and sell tickets for live sports, music, and entertainment events, earning commissions from both buyers and sellers. Early on, Viagogo expanded internationally, launching in Australia in 2013 and securing partnerships with major sports organizations and festivals. By 2008, it had already facilitated approximately $100 million in ticket sales.

However, Viagogo's rapid growth was accompanied by persistent controversies and legal battles centered on its business practices. The company faced accusations of misleading advertising, hidden fees, and facilitating ticket touting. In 2017, the Australian Competition and Consumer Commission (ACCC) sued Viagogo for falsely claiming to be an "official" ticket reseller and for not disclosing full prices upfront. This resulted in a A$7 million fine in 2020. The UK's Competition and Markets Authority (CMA) also repeatedly pursued legal action against Viagogo for failing to comply with consumer protection laws, leading to court orders demanding greater transparency regarding seat numbers, resale restrictions, and seller information.

A pivotal moment for Viagogo came in November 2019 when it announced the acquisition of rival StubHub from eBay for $4.05 billion. This deal faced intense scrutiny from regulators, particularly the CMA, which raised concerns about a potential monopoly in the UK secondary ticketing market. After a lengthy investigation, the CMA cleared the acquisition in September 2021, but only on the condition that StubHub's operations outside North America (StubHub International) be divested to Digital Fuel Capital. Following this, both Viagogo and StubHub (North America) were placed under the management of a new parent company, StubHub Holdings, with Eric Baker becoming its chief executive.

Despite the StubHub acquisition, regulatory pressure continued into 2024 and 2025. In May 2024, Viagogo agreed to implement significant website changes following a three-year investigation by the European Commission, including providing clearer information about sellers and reducing deceptive countdown timers. The New Zealand Commerce Commission's lawsuit against Viagogo concluded in 2024, ordering website updates for consumer clarity. In April 2025, campaigners accused Viagogo of still failing to prevent "misleading and potentially unlawful practices," such as speculative selling, amidst government consultations on new anti-touting laws in the UK. The Advertising Standards Authority (ASA) also reprimanded Viagogo in April 2025 for misleading claims about tickets selling below face value. By October 2025, the pan-European consumer rights group Euroconsumers filed a complaint under the EU's Digital Services Act, alleging Viagogo's website design and lack of seller information flouted EU rules. Furthermore, in June 2025, a class action lawsuit was filed in New York, accusing Viagogo of "bait-and-switch" tactics by hiding significant fees until the final stages of purchase.

As of 2026, Viagogo is adapting its strategy in response to the evolving regulatory landscape and market demands. In March 2026, the company announced plans to "double-down" on the UK market by expanding an "Open Distribution" model, aiming to compete directly with primary ticketing sellers. This model, likened to airline global distribution systems, allows artists, teams, and venues to sell official tickets non-exclusively across Viagogo's global marketplace. This strategic pivot comes as the UK government considers a ban on reselling tickets for profit. However, legal challenges persist; on August 20, 2026, the Bundesliga won a legal battle against Viagogo in Germany, with the Munich Higher Regional Court ruling against several of Viagogo's misleading practices, including creating artificial scarcity and unclear information on ticket availability and guarantees. Despite these ongoing legal and reputational challenges, Viagogo remains a significant global platform, with estimated annual revenues between $25M and $50M as of June 2026, and its main domain ranking #11 in the Tickets category globally in July 2026. Customer reviews on platforms like Trustpilot in mid-2026 show mixed experiences, reflecting both successful transactions and persistent issues with transparency and customer service.