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RFU eyes benefits from new digital ticketing deal

The Rugby Football Union has agreed a multi-year digital ticketing partnership with Irish company Tixserve, stating that the agreement will help to combat touting for events at Twickenham Stadium while also improving the fan experience.

Tixserve said it landed the contract after a competitive tendering process and extensive trials with full system testing at numerous events to validate its digital ticket fulfilment solution, which included the ability to operate with the existing infrastructure at Twickenham provided by Ticketmaster and Fortress.

Tixserve’s Software-as-a-Service (SaaS) white-label solution for entertainment and sporting events enables the secure delivery of interactive digital tickets on behalf of its clients, with unique customer engagement, marketing and commerce opportunities.

Unlike paper ticketing, which can lead to issues with fraud, touting, high fulfilment costs, and limited data capture, Tixserve said its system will allow the RFU to improve customer service, prevent unauthorised resale of tickets and enhance interaction with fans, rugby club memberships, schools and sponsors. It will also provide ‘know your customer’ data and other insights to improve stadium operations and to enrich the overall attendee experience.

Tixserve’s unique ‘dynamic ticket’ can provide maps and directions to the stadium with transport details, enable match day real-time updates, and offer targeted consumer information including the ability to transact ticket-based mobile marketing and commerce before, or even during the event.

RFU commercial officer Simon Massie-Taylor said: “This is an important strategic agreement for the RFU as more and more fans now expect the convenience of being able to use their mobile devices to access events. We are delighted to be delivering this innovation with the support of our stadium partners British Airways.

“The Twickenham Stadium App will enable fans visiting the stadium to receive their tickets quickly and securely. They will also receive the information they need about each event, such as travel, things to do at the stadium, and exclusive content direct to their mobile device. We believe this service will greatly enhance the experience at Twickenham Stadium.”

Tixserve managing director and co-founder, Pat Kirby, added: “The close working relationship developed means that we can provide the best secure digital ticketing solution for the RFU and its clubs, sponsors and supporters, as well as concert promoters and music fans who also use the world-famous Twickenham Stadium.

“Tixserve is excited by the scale of opportunity of working with the RFU and the momentum of this success has already opened up business development opportunities not just in the UK and Ireland but in Europe and the USA.”