Murray Cohn
Former VP, Team Ticketing Operations | NBA
Murray Cohn is a former Vice President of Team Ticketing Operations at the NBA, where he oversaw ticketing strategy across the league and worked closely with teams to optimize pricing, distribution, and revenue performance.
Throughout his career, Murray has seen the structural inefficiencies of the ticketing industry up close particularly the lack of dynamic solutions to monetize premium inventory late in the sales cycle.
Seatupgrader is built to solve exactly this problem.
As a partner, Murray provides strategic guidance on how Seatupgrader fits within existing ticketing ecosystems, ensuring alignment with league priorities while unlocking a new category of revenue: pre-entry upgrades between fans.
His expertise positions Seatupgrader as a missing infrastructure layer in ticketing one that complements primary sales and secondary marketplaces while capturing previously unrealized revenue.