Aberdeen FC leads the field with innovative new ticketing product

Flying the flag for the Dandy Dons

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ABERDEEN FC has been announced as a launch customer for a brand new open distribution ticketing product, never before seen in the UK.

The innovative new ticketing product, launched by the Scottish Premiership team’s ticketing platform SeatGeek, will allow Aberdeen FC to sell tickets in more places than ever before, without the need for any additional software.

Match tickets are traditionally sold exclusively through football clubs themselves, via their website and over the phone. This move will allow Aberdeen FC, who are currently sitting fourth in the Scottish Premiership, to open tickets up to a wider audience with the aim of increasing the club’s following. Using the new SeatGeek Open distribution network, which works through its existing SRO technology, tickets will now be sold through numerous online travel brands, including Ryanair, through distribution partner Coras. Travellers will be able to discover Aberdeen FC match tickets whilst doing things like booking a flight or looking for weekend plans.

Jamie Howell, Ticket Office Manager, Aberdeen FC, explains, “As a team, we have a fantastic base of loyal fans. However, we are looking for progressive new ways to attract new fans and enthuse them about our club.

“We are lucky enough to have a busy airport on our doorstep with lots of people visiting the region every year. Working with SeatGeek to implement this new open distribution product will enable us to target tourists and workers travelling through Aberdeen International Airport and looking for fun things to do while they’re in town.”

SeatGeek launched SeatGeek Open in the US in 2016 and, since then, has worked with partners like Facebook, Snapchat and Airbnb to help clients reach new attendees. Major US sports leagues like the NFL and Major League Soccer have now moved towards an open distribution approach following SeatGeek’s innovation in the space. Aberdeen FC will be the first team in the UK to adopt the same approach; however, with SeatGeek clients now including 40% of the English Premier League, rugby union teams such as Leicester Tigers and Bristol Bears, and Lord’s cricket ground, a similar shift to open distribution ticketing can be expected in the UK over the next few years.

“We are so excited to bring our SeatGeek Open technology to the UK and are delighted to have Aberdeen FC as our first UK open distribution client,” said SeatGeek’s EVP Global Business and GM International, James McClure.

“At SeatGeek, we believe that as a ticketing platform, we should be doing everything in our power to help our clients sell more tickets. By giving our partners direct access to incremental sales channels, they can reach new audiences and be able to sell more inventory. We’ve seen some of our clients in the US sell more than 30 per cent of their inventory off-platform for an event, and believe the new technology will be equally successful in the UK.”

Mark McLaughlin, CEO of Coras, added: “We’re delighted to add Scottish Premiership tickets to our sports offering thanks to the innovative work of Aberdeen FC and SeatGeek. We’re excited to help the club reach new audiences through Cora’s network of distribution partners.”


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