The Jockey Club

The Jockey Club is globally recognised as the largest and most prestigious racecourse group, managing 15 racecourses and hosting over 350 race days annually, with combined attendance exceeding two million spectators. The Jockey Group also owns The Jockey Club Live, which is a live music promoter company, to produce large-scale outdoor concerts at major racecourses. Since The Jockey Club Live launched in 2014, it has promoted over 100 concerts with a combined attendance of over 870,000, and was revealed by Music Week as the UK’s 6th largest music promoter.

Challenge

The Jockey Club needed a centralised, future-ready ticketing system capable of supporting large race-day attendances, multi-event operations, and a consistent, high-quality fan experience across all venues. At the same time, the organisation wanted to provide a smoother purchase journey for its customers while unlocking insights to improve engagement and loyalty.

Solution

Future Ticketing’s core ticketing software easily accommodates The Jockey Club’s annual racecourse attendances of around two million. The project also included the development of new websites and updated brand guidelines for all 14 racecourses, ensuring a consistent and engaging online presence.

Our API infrastructure provides a centralised ticketing platform that seamlessly integrates The Jockey Club’s existing technology partners. These 12 integrations, covering areas such as access control, analytics, CRM and data partners, EPOS, finance and reporting partners, loyalty, mobile app, and payments, help to enhance the fan experience, boost engagement, and strengthen customer loyalty. By unifying systems in this way, The Jockey Club can deliver smoother operations and improve revenue opportunities across all venues, while fans benefit from a more intuitive, seamless ticketing journey.

Results

• The results have been significant.
• Basket conversion rates increased by 30%
• Quick Pay adoption among mobile users reached 45%
• Average transaction times were reduced by 33 seconds.
• Staff also spend less time on routine administrative tasks, freeing them to focus on delivering exceptional experiences for attendees.

Value-added 

Our next-generation API technology has the capacity for unlimited partner integrations, enabling The Jockey Club to build a single customer view and a unified view of its business. Through Future Ticketing’s API calls, The Jockey Club can split orders further by venue, event type (National Hunt or Flat racing; music) and encourage upselling.

The next phase of this project will see The Jockey Club migrate 50% of print-at-home tickets to digital app ticketing in 2026, unlocking next-generation data through native ticket sharing and enabling richer fan engagement and personalised experiences.

Furthermore, the ability to purchase, compare and search for hospitality options will enable customers to filter to their price point or preferred experience when purchasing hospitality.