Consultancy Services – Ticketing strategy, digital infrastructure, operations
Sunderland AFC
CONSULTANCY SERVICES•
Sunderland AFC returned to the Premier League in 2025 for the first time in eight years.
As one of the country’s most passionate fan bases, the club’s ticketing operation needed to be fit for the Premier League stage – both commercially and operationally.
PROBLEM
The club needed to modernise its ticketing infrastructure, introduce a digital-first experience for supporters, and maximise revenue opportunities ahead of what would be the most commercially significant season in years. The transition needed to work seamlessly on matchday for hundreds of thousands of supporters.
SOLUTION
Building on an existing consultancy partnership with Sunderland AFC, GSW reviewed and restructured the club’s ticketing strategy, led the implementation of SeatGeek’s enterprise platform, managed fan communications, and refined the hospitality offering ahead of their return to the Premier League.
RESULTS
The new platform launched successfully ahead of the Premier League season, delivering a significantly improved digital experience for supporters. The club saw meaningful revenue gains and improved fan engagement. The transition was widely regarded as a success – a platform for the club’s continued investment in the supporter experience.
CLIENTS SAY•
General Sports Worldwide’s industry expertise and experience were valuable in helping us evaluate our structure, systems, and staffing as part of our consulting agreement with them. They provided us with excellent insights, assessments, and recommendations that we were able to implement. We look forward to working with General Sports Worldwide again in the future, and highly recommend their services.
Hymie Elhai
President New
York Jets
GSW was excellent to work with. We will continue to use them at MLB.
Brain Stedman
EVP Strategy and Development
Major League Baseball
