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It appears that the options market is now making its way into sports, thanks to a company called OptionIt. As we head into the National Hockey League (NHL) season, San Jose Sharks fans can reserve an option to buy postseason tickets.
The Sharks will serve as one of the company's key test markets, along with the Buffalo Bills, Baltimore Ravens, and St. Louis Rams (at least it appears this way according to the company's website) and it hopes to have 10 teams in the fold by the end of the year. With San Jose (a perennial preseason playoff favorite) as a test market, I envision success for OptionIt.
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