With sport and music and just about any other entertainment in cold storage at the moment, selling tickets is not an easy game.

But Sport for Business member Future Ticketing has turned to digital innovation to ensure the Tullamore based company will emerge stronger when the crisis passes.

Before Covid the company had sold 15 million tickets in a year and in the last quarter of 2020 won 19 new clients, including its first US deal – a Maryland racecourse.

The company built its base on selling tickets for Irish horse racing festivals such as Punchestown, where Holton had previously worked, Galway and Listowel Races, as well as for League of Ireland football clubs.

Bohemians, Dundalk and Shamrock Rovers were all on board as well.

The business has grown to include more than 30 professional football clubs across the League of Ireland, the Northern Ireland Premier League, Scottish Premier, English Championship First Divisions as well as many teams from various tiers of the English Football League.

Arsenal Women, Raith Rovers and Linfield FC at Windsor Park are among the clubs now in the Future Ticketing portfolio.

In more recent times it has branched into entertainment with deals with Tommy Fleming and Pat Shortt, where these and other artists will have the opportunity to take full control of ticketing for their events, keeping them in direct contact with their followers.

“The UK has become a much bigger market for us, and we have signed our first contract in America,” Holton told us.

“As in the UK, we have started in horse racing and plan to build from there.”

“The pace of digital transformation has increased significantly on the back of Covid-19 and we continue to work with clients across a broad spectrum of sports, events and attractions to support them as they prepare to pivot their businesses to meet the new requirements of what is now a much-changed environment form this time last year.”

“As a result of Covid-19 there is an increased focus on contact tracing and capacity management, and social distancing seating plans have now become much more relevant to all venues and stadia in the interests of providing a safe and controlled environment for supporters/visitors.”

“We have studied best practice around the world and learned in particular from The South Korean experience in developing our “Safe Fan Return” tools which have already been deployed successfully in the UK. The market is now much more sophisticated in what it is looking for and that plays into our hands.”


Sport for Business Partners