Dublin-headquartered ticketing technology company Tixserve has announced a major step in its international growth by partnering with Rugby Australia to deliver a custom digital ticketing platform for the 2025 British and Irish Lions Tour.
Tixserve will power a new white-label event app, RugbyAU Tickets, which will provide secure, paperless ticket delivery and enhanced fan engagement features for the three-Test series between Australia and the British and Irish Lions, as well as other tour events.
The platform is set to handle all digital ticketing for travelling and hospitality guests during the tour, and Rugby Australia plans to expand its use across international and franchise matches beyond 2025 as part of a multi-year deal.
“With sellouts expected across the country, a customer-focused solution such as Tixserve is vital to enhance our fans’ experience,” said James Durbin, Rugby Australia’s Director of Commercial & Marketing.
“The system will allow streamlined entry to matches and other events, allowing fans to focus on enjoying the once-in-a-generation experience of the Lions Tour.”
Tixserve Managing Director Patrick Kirby called the partnership a “significant milestone” in the company’s global expansion.
“Having successfully powered ticketing for England’s RFU, the Welsh Rugby Union, and the Scottish Rugby Union, we’re thrilled to bring our proven technology to Australian rugby union fans for what promises to be the sporting event of the decade.”
The RugbyAU Tickets app aims to deliver not just secure and fraud-resistant tickets, but also content-rich experiences, including real-time match notifications, access to travel packages, and targeted marketing.
The digital-only solution aligns with Tixserve’s sustainability goals, eliminating paper waste and reducing the risk of scalping and ticket fraud.
Tixserve’s technology has already been tested during Super Rugby Pacific games and Wallaroos Tests and is also used in ticketing for other global sports and entertainment events, including cricket, tennis, football, and concerts across Ireland, the UK, and Hong Kong.
“Fans get peace of mind and a richer event experience, while event owners gain valuable real-time data, opportunities for in-app marketing, and significant cost savings over traditional ticket fulfilment,” added Kirby.
Enterprise Ireland, which supports Irish businesses abroad, welcomed the expansion. “The idea of Tixserve originated when the co-founders, Patrick and James Kirby, were denied entry into a Rolling Stones concert with counterfeit tickets,” said Libby Ryan, Sportstech Market Executive at Enterprise Ireland.
“Roll forward a few years, and they’re revolutionising ticketing worldwide. We’re proud to support their growth in the Australian and New Zealand markets.”
The 2025 British and Irish Lions Tour, the first to Australia in 12 years is expected to draw record crowds and unprecedented demand for tickets, making secure and efficient ticketing infrastructure all the more critical.
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This is a great deal for an Irish company very much playing on the global stage.
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