Digital ticketing in football: The operational case for getting it right
The days of football clubs printing thousands of season cards, stuffing envelopes and managing postage runs are becoming a thing of the past. Digital ticketing now allows clubs to issue thousands of season tickets at the press of a button – reducing administration and cost significantly.
But technology change in football is never just about flipping a switch. Brandon Furse, GSW’s Senior Vice President of Operations, has more than two decades years of experience in ticketing and has supported clubs including Sunderland, AFC Bournemouth and Derby County through digital ticketing transformations. Here, he sets out what clubs need to consider.
The commercial and operational case
Digital ticketing delivers real, tangible benefits for clubs at every level:
- Instant distribution – season and away tickets can be delivered immediately, reducing admin time and cost.
- Greater control – digital tickets can be cancelled and reissued instantly, limiting misuse and improving compliance.
- Self-serve functionality – supporters can forward and resell tickets via club platforms, improving experience while retaining club oversight.
- Environmental benefits – significantly reduced plastic production and postage.
- Data and insight – better visibility of attendance behaviour and usage patterns.
The challenges clubs face
There are real implementation challenges that need to be managed carefully:
- Multiple partners – most clubs rely on separate providers for ticketing and access control. Integration between systems is critical.
- Infrastructure readiness – turnstiles, scanners, connectivity and fail-safes all need to work seamlessly on matchday.
- Fan adoption – while the majority of supporters adapt quickly, clubs must actively support less digitally confident fans.
- Communication and change management – clear, phased messaging to fans and matchday staff is essential.
Brandon said:
When Sunderland implemented digital ticketing, the majority of fans understood the benefits. But that doesn’t remove the responsibility on clubs to get the transition right.
Digital ticketing delivers significant operational efficiency and commercial control — but only when the ecosystem around it is aligned.
Technology in football isn’t just about innovation. It’s about execution.