PISCATAWAY -- Whether you are a Rutgers fan who wants to donate to athletics or a Rutgers fan who wants to keep tickets out of the hands of the visiting crowd, Lon Belvin believes he has developed the solution to your problem.

TixCity - the Edison-based broker service co-founded by Belvin and his brother nearly two decades ago - partnered with Rutgers and IMG College sports marketing to launch the now-active RutgersFanExchange.com.

Like its marketplace competitors, Rutgers Fan Exchange is a hub for sellers to set ticket prices and buyers to make second-hand purchases.

The major difference, however, is that Rutgers athletics will share in the revenue of every purchase made through Rutgers Fan Exchange whereas it receives no piece of the pie from sites like StubHub or Vivid Seats.

"We're looking to help the fans move tickets," Belvin, a Rutgers season-ticketholder and prominent donor to the athletic department, told NJ Advance Media.

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

Ticket exchanges are common across major college sports, but this will be the first of its kind for Rutgers fans. It also is the first unveiled by TixCity, which is in talks with several other partners, Belvin said.

There is no preventing an opposing team's fan from purchasing a ticket on the exchange, but it offers the closest thing to Rutgers' control.

"Because it is essentially being run by Rutgers fans and going to be populated for the most part by our season ticketholders," Rutgers chief marketing officer Geoff Brown said, "there is a really good chance that Rutgers fans are selling to Rutgers fans.

"That was really important to us. 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."

Just as important, Brown said, is that the partnership allows Rutgers to build its fan base.

In a sense, Rutgers is supporting the reselling of one of its tickets rather than selling a second ticket as a trade-off for data on potential future customers who might next buy a three-game mini-plan or tickets to other sports.

"It's already happening - it's just happening elsewhere and we don't get the data from it," Brown said. "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."

Sellers are subject to a 10 percent fee and buyers are subject to a 15 percent fee, according to Belvin. A $40 purchase results in $36 to the seller, a $46 charge to the buyer and $10 in fees.

The fees are shared between Tix City and Rutgers, with an undisclosed "nice percentage" going to the athletic department, Belvin said.

Ticket brokers will be prevented from flooding the site with seats.

"We're not going to put a lot of inventory on it," Belvin said, "because we want it to be fan-oriented."

The exchange is years in the making as part of the Tix City-Rutgers partnership, which is being expanded to include hosting a sponsored event in the Block 'R' party before home games this season.

The two sides extended their partnership through the 2018-19 athletic calendar.

"With how ticketing is done right now, we kept seeing a demand for it more and more," Belvin said. "When we became partners with Rutgers three years ago, people called us all the time and said, 'We want to be able to list our tickets. How do we list them on your site?'"

Rutgers is in the middle of an aggressive $100 million fundraising campaign for athletics facilities. Fully funding Olympic sports is another department objective.

"The way budgets are right now in college sports," Belvin said, "if we make X amount of dollars and it goes back to the athletic department it might keep teams around or it might give another team a scholarship."

Utilizing TixCity to transfer tickets will allow season ticket-holders flexibility while still maintaining their priority points.

"TixCity as a secondary partner has been very beneficial for us," Brown said. "One of the main reasons is Lon's on-site. Clearly there are a lot of other competitors in the marketplace - none of which are passionate about Rutgers football like they are. None that are on-site and will handle every problem."

The success of the exchange depends on the fans.

"It's up to the Rutgers people to list inventory and buy inventory," Belvin said, "remembering that the money does go back to the athletic department."

Ryan Dunleavy may be reached at rdunleavy@njadvancemedia.com. Follow him on Twitter @rydunleavy. Find NJ.com Rutgers Football on Facebook.