Liverpool FC transforms ticket buying process in link with SeatGeek

Liverpool FC

Liverpool FC is overhauling its ticket-buying process ahead of next season by investing in innovative industry-leading technology to improve ticket distribution and the way supporters can access Anfield.

As part of the club’s ongoing commitment to constantly improve how fans can buy and use tickets, LFC has partnered with leading mobile-focused ticketing platform, SeatGeek, to improve the performance of its ticketing website and make for a smoother fan experience during peak sale times.

During the club’s future members’ sales, the new platform will offer supporters a more efficient and simplified buying experience when applying for the matches they’d like to attend.

It also boasts a more dynamic queueing system to manage traffic volumes during busy periods and will give fans more clarity on where they are in the buying process through live updates and improved communication.

Focused on improving the mobile fan experience, the platform not only allows supporters to purchase through their mobile devices, but will also support mobile access at the turnstiles for match e-tickets for fans wishing to move away from physical paper tickets.

Phil Dutton, vice president, ticketing and hospitality, Liverpool FC, said: “After listening to fan feedback and following extensive discussions with supporters at our fans’ forums, we have been making various changes behind the scenes to the way we run our members’ ticket sales and the technology we use when welcoming supporters to Anfield.

“We understand how important it is for fans to get the opportunity to purchase tickets for matchdays and we’re committed to constantly improving our ticket buying service and overcoming any issues still remaining.

“When considering the ticketing platform, our goal was to work with a partner that could provide world-class, innovative technology, the SeatGeek platform will help make the ticket buying journey clearer and more efficient with better functionality.”

He added: “Our supporters will have an improved experience from purchasing the ticket initially right the way through to accessing the stadium, all with the goal of improving ticket availability.”

Peter Joyce, managing director of EMEA sport at SeatGeek, said: “Few sports clubs in the world have the level of demand for their tickets as Liverpool FC and a key focus has been to deliver as efficient a sales process as possible and embrace the latest technology to streamline the process.

“It is a huge privilege for us to welcome Liverpool FC as a SeatGeek client and we are really excited to work with the club and continue to innovate and drive efficiencies for supporters wherever possible.”

SeatGeek is the ticketing provider for the Premier League, with nine out of the 20 clubs, including Manchester City, Leicester City, Newcastle United and Brighton & Hove Albion, now leveraging the SeatGeek platform.

The New York-based company, which also has offices in the UK, has seen strong momentum around the world, securing ticketing partnerships with global brands like the NFL’s Dallas Cowboys and New Orleans Saints, MLS teams Portland Timbers and Seattle Sounders and the Dutch FA and PSV Eindhoven.

The new platform will launch for season ticket renewals ahead of a full rollout for the 2020-21 season campaign.