Ticketing service TixCity has teamed up with the IMG College agency to launch a new online ticket marketplace for fans of Rutgers University sports teams in the US.

The RutgersFanExchange.com website will serve as a secondary ticketing hub, with Rutgers’ athletics department receiving a revenue share of each transaction.

“We're looking to help the fans move tickets,” TixCity co-founder Lon Belvin, a Rutgers season ticket-holder, told NJ Advance Media.

“At the same time, it's Rutgers' product. We want Rutgers to make money. This is all about helping Rutgers.”

Sellers will be subject to a 10-per-cent fee and buyers will pay a 15-per-cent fee, according to Belvin, who added that TixCity is currently in talks with several other potential partners.

Rutgers chief marketing officer Geoff Brown said that there is a “really good chance” that only Rutgers fans will buy and sell tickets via the exchange.

“The last thing our fans want is the tickets end up in the hands of a (visiting) fan and they are on 50-yard line behind our bench,” he said, before adding that the exchange will allow Rutgers to find out more about their spectators.

“We are really big on finding out who our fans are. Obviously sharing in the revenue with TixCity is part of it as well, but as we talked to other schools, they gave the same answers: We need to know more about new fans that are sampling our product. We are going to win by getting more people in the stadium.”