It ensures that season ticket holders can easily secure tickets to enjoy home cup matches from their usual seat.
Allocation of cup tickets to season ticket holders has always been possible within the system, but now supporters are automatically assigned their regular seat through enrolment in an exclusive membership scheme. At the same time, their credit card is debited and the ticket is printed.
West Bromwich Albion FC used the system for the first time for the recent FA Cup tie against Tottenham Hotspur at the Hawthorns.
Head of technology at West Bromwich Albion FC, Phil Everitt, said: “It makes things easier for the supporters by getting them their tickets quicker and taking away the need for them to apply for tickets.
“From the clubs point of view, the more people signed up for the scheme, the less people we have coming to the box office and the shorter the queues.”
