SeatGeek, the high-growth technology platform transforming the live event experience for fans, teams and venues, today announced that Sara Providence has been named Chief Business Officer, a newly created executive role. Providence will lead company strategy, business development and corporate communications and will be responsible for identifying where SeatGeek grows next, both within ticketing and in new businesses adjacent to live entertainment.

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The appointment comes as SeatGeek expands its investment in AI across the fan and rightsholder experience. In the past year the company has launched Ask SeatGeek, a conversational search experience for fans, and TourIQ, a predictive pricing tool for promoters and venues, alongside internal AI systems that have changed how the company builds and operates. Those products build on SeatGeekIQ, the machine learning and marketplace data engine SeatGeek has been developing since 2019, which powers pricing, recommendations and insights across the platform. The new role will focus on building on that momentum with new partnerships and revenue streams.

“We’ve always said that SeatGeek is a technology company that happens to sell tickets. We want to grow faster in ticketing while finding new opportunities beyond it and that work needs a dedicated owner on the executive team,” said Jack Groetzinger, co-founder and CEO of SeatGeek. “Sara has been at the center of our biggest decisions for the past three years. She’s shaped our company priorities and led the executive team and Board through some of the most important decisions we’ve made. She knows how this company works and where we can go next. I can’t think of anyone better to lead this work.”

Providence joined SeatGeek in 2023 as Chief of Staff and was later promoted to Vice President. In that time she has led company planning and priority-setting, commercial negotiations, internal communications and organizational changes, collaborating across SeatGeek’s consumer marketplace, enterprise business and product organization. Before SeatGeek she was a consultant at McKinsey & Company, where she advised B2B and B2C technology and consumer companies on growth strategy, new market entry and customer insights. She holds an A.B. from Harvard University, a J.D. from Columbia Law School and an M.B.A. from Columbia Business School.

“During my time at SeatGeek this team has pioneered things that didn’t exist in live entertainment before, and we’ve only scratched the surface of what our technology makes possible for fans and partners,” said Providence. “Figuring out where that takes us next, and how we can truly reshape live events for the better, is the most exciting job I can imagine. I’m grateful for the trust and can’t wait to get moving.”

As part of the new structure, SeatGeek is hiring a Chief of Staff, a Head of PR & Communications and a Business Development Manager.

About SeatGeek

SeatGeek was founded in 2009 when three live event fans had the crazy idea that modern technology could improve the live event-going experience for everyone — fans, teams and artists. Today, SeatGeek offers a trusted marketplace for fans to easily buy and sell tickets to the events they love and provides primary box office technology for some of the most prominent names in sports and entertainment globally.

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