Everton Football Club of the English Premier League has become the first of the top teams to do a deal letting season ticket holders sell on tickets for any matches they can't attend through eBay subsidiary StubHub.
The deals gives StubHub exclusive rights to sell on unwanted tickets for the next three years, and according to the re-seller, is Everton's largest commercial deal ever, excluding shirt sponsorship and retail rights.
"The partnership with the Blues is one of StubHub's first forays into the Barclays Premier League and the UK, but they bring a wealth of experience after successfully working alongside over 65 of the most prominent brands in music, media, ticketing and sport - including baseball team the Boston Red Sox.
In another first, tickets will not be subject to any pricing restrictions, whereas previous, any secondary ticket sales by ticket holders had to be at face value, with additional service fees also charged.
StubHub will also have its own box office at the club's ground at Goodison Park, which will re-sell tickets on match days.
Brigitte Ricou-Bellan, StubHub's international general manager, said: "This deal is ground-breaking as it removes restrictions on sales, putting the power back into the hands of the fans.
"We are confident that our approach to ticketing and e-commerce will be beneficial to the club, the industry, and most importantly, supporters."