EBay sells StubHub to rival Viagogo

Viagogo’s CEO founder co-founded StubHub in business school.

EBay is selling its ticket marketplace StubHub to European rival Viagogo for $4.05 billion in cash, allowing the company to focus on its main retail site and address pressure from shareholder activists.

Starboard Value and Elliott Management Corp., the New York-based hedge fund run by billionaire Paul Singer, earlier this year proposed a plan to improve eBay’s performance, including a sale of StubHub and the classifieds business. In March, the company agreed to add two activist-backed directors to the board and pledged to launch a strategic review.

EBay’s shares rose 3.6% to $36.44 at 9:31 a.m. Monday. They’re up about 29% this year, giving the San Jose, California-based company a market value of about $29 billion.

The pressure for change led to Devin Wenig’s departure as eBay chief executive officer in September.

Wenig took over eBay following its split with PayPal in 2015 and made bold promises of returning the marketplace to prominence. To compete against Amazon.com, Wenig tried to freshen eBay’s image with younger shoppers, made the site easier to navigate and harnessed artificial intelligence to give eBay merchants real-time insights about what shoppers want and how much they’re willing to pay.

But the results have been slow to appear, and eBay has continued to watch Amazon grow at a much faster pace and gobble up more market share and customers.

EBay bought StubHub in 2007 for $310 million as it sought to bolster its online marketplace for secondary sales of seats to concerts and sporting events. Today, it’s the largest resale ticket marketplace in the U.S., with about $1.1 billion in net transaction revenue in 2018, according to eBay filings.

Eric Baker, Viagogo’s founder and CEO, co-founded StubHub while in business school but left before the business was sold.