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Digital ticketing revolution at Liberty Stadium

Swansea City are set to introduce full-height automated turnstiles at the Liberty Stadium for when fans return for the 2021-22 season.

The installation of the new turnstiles is part of a seven-year extension to the club’s partnership with Ticketmaster Sport.

The deal with the leading ticketing solutions provider will revolutionise the ticketing experience for the Jack Army, with plans in place to convert to a completely digital ticketing system from the start of the 2021-22 season. The deal includes:

  • Full-height automated turnstiles being introduced in 2021 to provide a completely frictionless experience for fans on entry to the Liberty Stadium.
  • The club’s in-app digital ticketing system – which has been recognised as a first in market within UK sport – will continue to deliver paperless season tickets, memberships, and single-match tickets digitally.
  • Accessible ticketing being made available online with users able to purchase their seats, manage their requirements, and obtain companion or carer seating in the same transaction without having to contact a call centre.

The move to a totally digital ticketing service comes at a critical time for the club and the wider footballing industry.

With the safe return of fans to stadiums a priority, a digital platform will help to fulfil requirements for COVID-19 track and trace, the club said.

Ticketmaster Sport has been working closely with the Sports Grounds Safety Authority (SGSA) and Security Technical Implementation Guide (STIG) to develop the best ticketing software for the safe return of fans to stadiums.

Swansea City is working with all its partners, local government and healthcare authorities to understand the best and safest means of getting fans back to the Liberty; and this extension with Ticketmaster Sport gives the club the best ticketing provider to help it do just that.

With multiple test events under Ticketmaster’s belt and a full suite of social distancing tools to manage fans effectively, the club said it looks forward to seeing supporters back where they belong.

Swansea City’s head of commercial, Rebecca Edwards-Symmons, said:

Ticketmaster Sport has continually supported our innovations here at Swansea City. We were the first football club to provide in-app ticketing because of their ability to integrate with third parties, and we’re pleased the innovation at the club is not stopping with the introduction of automated turnstiles for the beginning of the 2021-22 season.

This will help us to take the club into a new era and go completely digital.

Chris Gratton, chief operating officer of Ticketmaster Sport, said:

We are extremely pleased to be extending our partnership with Swansea City and the Liberty Stadium for another seven years. Our partnership has seen true innovation being delivered through in-app ticketing, but we’re looking forward to creating a completely digital ticketing experience.

The full-height automated turnstiles will revolutionise the matchday experience for fans, who we can’t wait to see return.