For as long as I’ve worked with national football teams, the period when players and staff are just about receiving their complimentary game tickets which they now have to hustle to pass over to their friends or loved ones has always a been part of the pre-game routine.
And yes, it has posed issues in the past where, especially for the big matches, World Cup qualifiers and even past Gold Cup campaigns, players who usually receive their tickets from the host organisation no more than two days or in some cases a day before match day have to make late arrangements for pick ups, sometimes having to leave at the hotel reception or at the venue security.
This is all becoming something of the past, well at least for international events and hopefully the new system will continue to catch on in T&T, not just at Carnival fetes but for popular sporting events.
At Gold Cup 2021, all teams have been able to distribute tickets digitally either via emails or mobile texting. This now means that event less than ten minutes before kick off you can safely provide someone with a game ticket without having to worry about how they're going to manually have the ticket in hand to get through the gates.
Realising that they are battling against the comfort of fans’ homes, professional teams and promoters are putting an incredible amount of time, effort and money into making their game-day experiences better than ever.
And while clubs consider the latest and greatest wow-factors for their venues, they are spending some time thinking about how to increase fan satisfaction even before they get to the venue — with the ticket purchase.
Tickets represent a key starting point for the fan-team relationship, and the ways in which tickets are purchased and managed can make a big impact on the overall experience. Research has shown that five million consumers pay for and receive fraudulent concert, sporting event and theme park tickets every year in North America, costing the live entertainment industry an average of US$4 million per month.
If the wrong people get their hands on your fans’ tickets, or even images of your fans’ tickets, they can easily copy them and slap exact same bar codes onto their own homemade versions.
But with digital tickets, particularly ID-based digital tickets, organisers can greatly reduce their worries by allowing fans to manage their tickets through a protected online account. If anything should happen to their tickets, your team can zero in on the issue and address their questions or concerns quickly. Digital tickets make it much more difficult for scalpers to scam your customers.
Digital tickets also provide fans with the ease and flexibility they need on game-day, when they have many other things on their minds like transportation, parking, finding a place to eat, getting to the game on-time, etc everyone in the group can enter the venue at their own leisure.
So while tickets were once mementos, collected like photographs and saved in scrapbooks. They are now bar codes on our phones — convenient as heck and impossible to lose.
All companies and organisations that incorporate digital ticketing can also receive monetary compensation and valuable information to help them better evaluate and serve their clients and fans. The data received can give insight to the buyer’s interest, purchasing patterns, and loyalty to specific brands, which can lead to effective marketing tactics.
Thanks to e-commerce and an attachment to mobile devices, purchasing and retrieving tickets through e-ticket companies can be done at the touch of a button, and is only expected to become more prevalent in the sporting world.
Shaun Fuentes is the head of TTFA Media. He was a FIFA Media Officer at the 2010 FIFA World Cup in South Africa and 2013 FIFA U-20 World Cup in Turkey. The views expressed are solely his and not a representation of any organisation. email@example.com