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Managing Record European Crowds At Tallaght Stadium
5th January 2026
Shelbourne’s 2025 European campaign reached a historic peak with their UEFA Conference League fixture against Crystal Palace, attracting 10,134 supporters to Tallaght Stadium. This set a new record attendance for a European match at the venue, surpassing the previous high of 10,094 recorded during the Shamrock Rovers vs Bohemians Dublin Read more
News
Future Ticketing and Kerry FC Strengthen Fan Experience Together
23rd December 2025
“When we started the club, we relied heavily on Future Ticketing's expertise both in the League of Ireland and internationally to assist us with our season tickets and match tickets. The partnership with Future Ticketing has enabled us to focus on growing the club and their support for us in Read more
News
Laois GAA Partners with Future Ticketing
17th December 2025
"Thanks to our partnership with Future Ticketing, match tickets can be purchased directly from our own county GAA website and we know that will bring our loyal supporters even closer to Laois GAA and further strengthen the relationship we all really value." Read more
Blog
From the CEO’s desk: Sports Fans Are Evolving. Is Your Sport Ready?
26th November 2025
71% of Season ticket holders stated they make F&B purchases at most games 25% of fans had downloaded a venue or team app 61% of fans would buy more if they could pre-order 40% said they would love to interact with the audience via a virtual crowd 49% said they Read more
News
Fans First: Newry City and Future Ticketing Renew Commitment to Seamless Matchday Experience
30th October 2025
“Renewing our partnership with Future Ticketing was an easy decision. Their professionalism, reliability, and constant innovation make them an ideal fit for us and we have always been impressed with their understanding of the football leagues we have been playing in. We’re excited to build on that relationship in the Read more
News
Skating ahead: Future Ticketing announces partnership with Aberdeen Lynx Ice Hockey Club
8th October 2025
“We were looking for more than just a ticketing provider.  What we really wanted was a solution that could grow with us and put our fans at the centre of the experience. Future Ticketing gives us that and more. The ability to offer new benefits to season ticket holders, manage Read more
News
Down GAA enters long-term partnership with Future Ticketing
25th September 2025
"Ongoing fundraising is critical for a county like ours and we were impressed with how the Future Ticketing platform can be used for off-field events which help generate the extra revenue we need for continued development of Gaelic games." Read more
News
Dundalk FC enters long term partnership with Future Ticketing
4th September 2025
“Their innovative platform has been instrumental in enhancing our supporters’ matchday experience, making it easier than ever for supporters to secure their tickets and enjoy games at Oriel Park. This continued collaboration reflects our commitment to delivering the very best for our supporters both on and off the pitch." Read more
News
Why Shamrock Rovers chose to extend their partnership with Future Ticketing
19th August 2025
From record attendances at Tallaght Stadium to major European fixtures, Future Ticketing’s technology has allowed us to scale seamlessly while delivering a smooth, high-quality experience for our supporters. Their API-first, cloud-native platform gives us full control and the ability to integrate ticketing with every part of our digital infrastructure — Read more

Managing Record European Crowds At Tallaght Stadium

European football brings immense excitement for supporters, but it also presents complex operational challenges, particularly around ticketing. In 2025, Shamrock Rovers and Shelbourne FC both recorded landmark attendances in the UEFA Conference League at Tallaght Stadium, underlining the critical role of robust, flexible ticketing solutions.

Shelbourne FC

Shelbourne’s 2025 European campaign reached a historic peak with their UEFA Conference League fixture against Crystal Palace, attracting 10,134 supporters to Tallaght Stadium. This set a new record attendance for a European match at the venue, surpassing the previous high of 10,094 recorded during the Shamrock Rovers vs Bohemians Dublin derby in March 2024.

A key operational requirement was the allocation of the south stand to away supporters, with 1,800 Crystal Palace fans receiving their official UEFA allocation. This highlighted the importance of precise seat control, segregation, and real-time monitoring to ensure compliance and supporter safety.

Shelbourne’s other European fixtures in 2025 also drew strong crowds:

  • Häcken: 5,675
  • Drita: 4,503

Compounding the challenge, Shelbourne were playing their home European fixtures away from Tolka Park. Supporters needed clear communication and education around new turnstile entry points, unfamiliar seating blocks, and stadium layouts. With a sold-out, high-profile fixture watched closely by UEFA, media, and both sets of fans, the margin for error was minimal.

Shamrock Rovers

Shamrock Rovers also faced sustained demand across multiple European fixtures, each bringing its own ticketing pressures:

  • Molde: 9,533
  • St Joseph’s: 5,128
  • Ballkani: 6,419
  • Santa Clara: 8,223
  • Celje: 6,076
  • Shakhtar Donetsk: 9,226

Managing repeated peaks in demand across a condensed European schedule required systems capable of scaling instantly while maintaining accuracy and fairness.

Key Ticketing Challenges

European fixtures at Tallaght Stadium presented several recurring challenges for both clubs:

  • High-demand sales: Popular matches sold out rapidly, requiring platforms that could handle extreme traffic without downtime or overselling.
  • Away supporter allocation: Dedicated sections had to be reserved, verified, and controlled, with different blocks and approaches required for each club and opposition.
  • Dynamic pricing and seat selection: Clubs needed the flexibility to adjust pricing tiers, while also offering fans reserved seating and three-match European packages where supporters retained the same seat across multiple fixtures.
  • Compliance and reporting: UEFA regulations require precise attendance figures, allocation data, and post-match reporting for every European fixture.

How Future Ticketing Supported Both Clubs

Future Ticketing worked closely with Shamrock Rovers and Shelbourne FC to deliver solutions tailored to the demands of European competition:

  • Scalable ticketing platforms capable of handling peak demand without disruption.
  • Real-time allocation management to ensure away supporter quotas were correctly applied and enforced.
  • Integrated reporting tools to meet UEFA’s strict compliance and audit requirements, including changing sponsor logos.
  • Enhanced fan experience through intuitive seat maps, mobile ticketing, clear entry instructions, and streamlined turnstile access.

For Shelbourne supporters in particular, clear digital communication around seating blocks and entry points proved critical in ensuring smooth access on matchday, even in front of a record-breaking crowd.

Looking Ahead

As Irish clubs continue to grow their presence in European competition, demand for reliable, intelligent ticketing solutions will only increase. Record crowds, heightened scrutiny, and complex allocation requirements leave no room for error.

Future Ticketing remains committed to helping clubs turn these challenges into seamless matchday experiences, allowing teams to focus on performance, supporters to focus on football, and European nights in Dublin to continue setting new standards.

Future Ticketing and Kerry FC Strengthen Fan Experience Together

  • Irish football ticketing leader in multi-year deal with Kerry FC
  • Future Ticketing has been a key partner since the foundation of the Tralee-based club
  • Another big win for Kerry football and its fans

Future Ticketing has extended its partnership with Kerry FC, renewing a collaboration which began when the Tralee-based club first joined the League of Ireland. Future Ticketing, the leader in the ticketing software and services, has confirmed a multi-year deal with Kerry FC and both partners are excited about how the relationship will build on the firm foundations already established at Mounthawk Park.

A large cohort of clubs in the SSE Airtricity League has opted for the cutting-edge Future Ticketing platform for the transition to online purchases of match-day tickets, season tickets and special event entry. Future Ticketing’s innovative API-first technology has seen it empower the digital transformation of clubs across a league where attendances are consistently growing.

Sean O’Keefe, General Manager, Kerry FC said:

“When we started the club, we relied heavily on Future Ticketing’s expertise both in the League of Ireland and internationally to assist us with our season tickets and match tickets. The partnership with Future Ticketing has enabled us to focus on growing the club and their support for us in the past three seasons has been second to none. We were especially pleased with how the Future Ticketing platform performed in our historic FAI Cup run this season where we defeated Athlone Town, Cobh Ramblers and Sligo Rovers at Mounthawk Park.”

Season tickets are key to Kerry FC’s annual planning and next year’s are already on sale.

Greg Walker, Client Success Manager, Future Ticketing, said: “Kerry FC has been a special partner for us because we’ve accompanied the club since it began its remarkable journey in the league.

“Our platform has been able to provide Kerry FC with contactless entry, an arrangement which is more efficient for stewards, while giving the club up to the minute information on advance sales and swifter access to revenue. Seeing Kerry progress to the FAI Cup semi-final this season after three matches at home has been a joy for us as much as them.”

With the Digital Ticketing App, Kerry FC fans have the club app on their own phones, giving them instant access to tickets, whether they are season tickets or one-off purchases. All season tickets and match tickets are securely stored in each supporter’s own private account and can then be accessed on their phone in the app. Once the app is installed on the phone’s home screen, the tickets are available virtually instantly and the fan is also just a couple of clicks away from their full order history, personal profile and much more.

Laois GAA Partners with Future Ticketing

  • Future Ticketing and Laois agree partnership

  • O’Moore County joins Irish-owned digital ticketing provider

  • Tickets will be available directly from Laois GAA website

Future Ticketing, the leading provider of ticketing software and services, is announcing a new multi-year partnership with Laois GAA.

Future Ticketing, the Irish owned pioneer in sports and event ticketing, which is headquartered in the neighbouring county of Offaly, said it is delighted Laois County Board has joined its growing cohort of GAA partners. The partnership will see Laois GAA and nearly 50 clubs benefit from the homegrown expertise, experience and local support which Future Ticketing provides.

Chairperson PJ Kelly, Laois GAA, said: “Here at Laois GAA we pride ourselves on being a true dual county which is committed to the further growth of football and hurling and which sees our volunteers and supporters as critical to achieving future success.

“Thanks to our partnership with Future Ticketing, match tickets can be purchased directly from our own county GAA website and we know that will bring our loyal supporters even closer to Laois GAA and further strengthen the relationship we all really value.”

“By teaming up with Future Ticketing we will also be improving the online availability of our county fundraising draw tickets and streamlining all our revenue sources, thereby ensuring we can invest further in our clubs and county teams.”

Gregory Walker , Client Success Manager, Future Ticketing, said the company’s cutting edge ticketing technology has already been adopted by nine other GAA County Boards along with numerous other sporting organisations across Ireland.

“Here at Future Ticketing we know Laois GAA County Board was keen to embrace an online ticketing platform which keeps the focus on the unique identity of Laois, while at the same time, easing the administration required for different events, be they matches, camps or fundraisers,” said Mr Walker. Future Ticketing is based in Tullamore and has a deep understanding of Gaelic games, with several team members who are particularly close to their GAA communities, having played at inter-county level.  Indeed, two of the leading staff Ann Marie and Martin remain key players with their clubs – and both won silverware this year and continued their campaigns into the provincial championships.”

From the CEO’s desk: Sports Fans Are Evolving. Is Your Sport Ready?

Attending the The Racecourse Association Ltd Conference this year, I was struck by how aligned the sports industry has become around one simple truth: we are in a race for customers, not against each other, but against complacency, assumption, and the belief that what worked yesterday will work tomorrow.

Today’s sports fan demands deeper engagement than ever before. Simply sitting in the stands and watching the action in silence is no longer enough. Fans want a show, an experience that pulls them in, connects them, and makes every moment feel memorable. That means delivering immersive onsite entertainment, elevated food and beverage offerings, and true value for money. In a climate where expectations are rising and competition for the customer’s wallet is intense, sports events must go above and beyond to earn both attention and loyalty.

William Derby set the tone early, recognising the superb work of Paul Swain and Matt Jones, while also acknowledging something that resonated deeply with me: for all the bricks thrown at racing, every racecourse, large or small, has something to teach the rest of us. If a rising tide really does lift all boats, then our challenge is not just to improve our own courses, but to create momentum across the sport.

Winning on Delivery – The Marginal Gains Mindset

Steve Cooper and James Haysom of Legends Global reminded us that excellence does not always come from sweeping reinvention. Sometimes it is the simple, repeatable actions that shift performance:

  • A smoother journey from the car park to security
  • A more intuitive F&B flow
  • Tech that reduces friction and increases dwell time.
  • An experience “built for the camera,” especially for Gen Z

Their message felt clear: stop making assumptions about what customers want, look at your own data and let it speak.

In an era where every sports fan is also a micro-broadcaster, every photo taken is a complement to our advertising. If we ignore that, we forfeit relevance. Additional insights from Cooper and Haysom included:

  • 71% of Season ticket holders stated they make F&B purchases at most games
  • 25% of fans had downloaded a venue or team app
  • 61% of fans would buy more if they could pre-order
  • 40% said they would love to interact with the audience via a virtual crowd
  • 49% said they would pay more for an in-seat F&B package

Consistency Is a Brand Promise

Abi Sawyer of Bettys & Taylors of Harrogate spoke about a product being tasted eight times before release. It was a powerful reminder that consistency builds trust, and trust builds loyalty. In racing, our equivalent might be dozens of micro-moments that make up the racegoer’s day. If we get them right consistently, the brand of racing becomes stronger than the sum of its venues.

Value Is Not “Being Cheap”

Chloe Carmichael’s comparison of two Silverstone experiences was a masterclass in perception. A grandstand ticket with no food felt poor value, while a basic but inclusive £499 package felt better value. Her line that stuck with me was: “Value is not about being cheap. People will pay more if they feel they are getting value.”

This is a mindset shift sport must embrace. The emotional payoff matters:

  • More hours
  • More moments
  • More story around the ticket

Her point about language was particularly sharp— “advance ticket” sounds transactional; “A Day at the Races” sounds experiential. Sometimes we undersell ourselves with the words and imagery we choose. With AI, we can personalise and optimise our offerings, creating more opportunities to upsell than ever before.

York’s Example – Build for the Customer, Not the Architect

James Brennan and Maiti Stirling highlighted how York Racecourse redesigned the Roberto Pavilion by starting with food and drink trends, not building layouts. The result?

  • A Guinness bar
  • A sustainable selfie wall
  • A modern-day facelift for freshly cooked fish and chips
  • Partner-led spaces that feel authentic.
  • And importantly, a focus on eliminating the silent killer of revenue: toilet queues.

Their closing message

“Just do something. Stare down the naysayers. Keep evolving”

felt like a mantra the whole sports industry could adopt.

Article content
As Legends Global highlighted earlier, every fan is a micro-broadcaster

What part does Future Ticketing play?

Your technology partners should enhance every step of the customer journey, from seamless entry to on-the-day interactions. That is why I’m excited to announce a new client-centric feature: Order to Seat through our Progressive Web App, launching later this week. This innovation will help our clients drive additional revenue, deliver richer experiences for their customers, and leverage the latest trends and data. It’s another example of how we continue to lead as the most innovative ticketing company in the industry.

Where This Leaves Us

The fundamentals of our sport are extraordinary: heritage, excitement, unpredictability, and a strong sense of community, yet the way it is packaged, presented, and perceived must evolve. Hospitality experiences at racing are second to none: exceptional food and drink, hours of entertainment, and the opportunity to enjoy the day with friends while easily making new ones. It’s more than a race; it’s immersive, unforgettable entertainment.

Equally important is the role of data and technology. As discussed at last year’s Asian Racing Federation, understanding customer habits and leveraging data is key to engaging both new and existing audiences. Innovation in technology will be pivotal in shaping the future of the industry, ensuring that the experiences we deliver continue to evolve and delight.

As I left the conference, one thought stayed with me: We don’t need to reinvent racing. We need to re-imagine how fans experience it.

We must:

  • Build experiences that are easy to share.
  • Use tech not as a gimmick but as an enabler.
  • Understand value through the customer’s eyes.
  • Be consistent in our standards.
  • Act boldly even when the industry chorus says “wait.”

The race for sports fans isn’t won through grand gestures It is won through the hundreds of decisions big and small that make race day feel worth it.

And if we get that right, then the rising tide won’t just lift all boats. It will bring new ones to the water.

Fans First: Newry City and Future Ticketing Renew Commitment to Seamless Matchday Experience

Newry City AFC has confirmed the renewal of its partnership with Future Ticketing, copperfastening a relationship which began when the club first embraced digital ticketing. The new multi-year agreement sees Future Ticketing continue as Newry City’s official digital partner, with the club benefiting from its cloud-based, API-first platform that provides full control over sales, data management and real-time reporting.

Future Ticketing said it was delighted Newry City AFC has chosen to continue the partnership as the club builds on the strong foundations laid down over the last few seasons.

Darren Cullen, Chairman, Newry City AFC, said:

“We are delighted to renew our partnership with Future Ticketing. Their platform transformed how we manage ticketing at Newry City AFC, offering a seamless experience for our supporters and more efficiency for us at the club. This renewal reflects our commitment to innovation and to continually improving the matchday experience for our fans. Future Ticketing has become an integral part of how we connect with our supporters. Their technology allows us to provide a simple, modern, and efficient ticketing experience, both online and at the turnstiles. As we look ahead to the next chapter for Newry City, we’re proud to continue working with a trusted partner that shares our ambition for growth on and off the pitch.”

“Renewing our partnership with Future Ticketing was an easy decision. Their professionalism, reliability, and constant innovation make them an ideal fit for us and we have always been impressed with their understanding of the football leagues we have been playing in. We’re excited to build on that relationship in the years ahead.”

Greg Walker, Client Success Manager, Future Ticketing, said:

“When Newry City first teamed up with us we felt privileged to be associated with such a progressive club, a club which recognised the importance of digital ticketing and how it can help spur future growth. We look forward to working with Newry City and its fans as they strive for a return to their rightful place at the highest levels of football in Northern Ireland. Football clubs in Northern Ireland have been especially important to Future Ticketing in its mission of modernising ticketing in sport and we are glad that Newry City continues to be part of that ongoing success story.”

Skating ahead: Future Ticketing announces partnership with Aberdeen Lynx Ice Hockey Club

  • Link-up with Future Ticketing signals new era for Aberdeen Lynx

  • Future Ticketing’s top-of-the-range tech powers ice hockey growth

Future Ticketing is proud to announce a new partnership with Aberdeen Lynx Ice Hockey Club, marking a significant step in the club’s digital evolution.  Future Ticketing, an industry leader in software ticketing and services for ice hockey, is looking forward to transforming how fans engage with Aberdeen Lynx while streamlining matchday operations for one of Scotland’s most exciting ice hockey clubs.

After a comprehensive review of available solutions, Aberdeen Lynx selected Future Ticketing as their digital ticketing provider due to the platform’s flexibility, real-time control, and fan-focused features. Aberdeen Lynx, a top club in the Scottish National League, was particularly impressed by the platform’s ability to deliver a suite of key functionalities critical to the club’s evolving needs.

One of the major drivers in the decision was immediate access to revenue from season ticket sales, allowing the club to reinvest sooner and plan ahead with greater financial clarity. The Future Ticketing platform also allows season ticket holders to enjoy a dedicated priority window for season ticket renewals and this is something the club is happy to offer loyal fans, something fans formerly had to manually request and manage.

Chairman at Aberdeen Lynx Ice Hockey, John Colley said:

“We were looking for more than just a ticketing provider.  What we really wanted was a solution that could grow with us and put our fans at the centre of the experience. Future Ticketing gives us that and more. The ability to offer new benefits to season ticket holders, manage access securely, and make ticketing smoother for everyone is a real game changer for us.”

This ensures more fans can access sold-out games at the Aberdeen Linx Ice Arena while also providing value back to season ticket holders. Another key reason for choosing Future Ticketing was its robust access control system. With a secure, single-use barcode system, the club can now prevent misuse of tickets, thereby ensuring fair access to matches.

And by using the digital ticketing app, developed by Future Ticketing, Aberdeen Lynx fans have a bespoke app on their phones, which means their tickets are literally at their fingertips.

“We’re thrilled to welcome Aberdeen Lynx to the Future Ticketing family,” said Ronan Burns, Head of Sales and Business Development at Future Ticketing.

“Our platform is built for clubs like Aberdeen Lynx who want to grow, innovate, and put their fans first. From seamless season ticket management to advanced access control and dynamic features like buy-backs, we’re confident this partnership will set the club up for continued success.”

Down GAA enters long-term partnership with Future Ticketing

  • Future Ticketing and Down agree partnership

  • Ulster County is latest to join Future Ticketing family

  • Digital ticketing pioneer proud to work with GAA in Ulster

Future Ticketing, the leading provider of ticketing software and services, is announcing a new multi-year partnership with Down GAA. Future Ticketing said it is proud to be working with the five-time All-Ireland football champions and a county which is one of the standard bearers for hurling in Ulster.

The partnership will see Down GAA and nearly 50 clubs benefit from the cutting edge ticketing technology which has already been adopted by eight other County Boards and numerous other sporting organisations across Ireland for their online ticketing needs.

Maureen O’Higgins, Chairperson of Down GAA said the Future Ticketing platform had been chosen because it gives the county a ticketing system which has an unrivalled range of functionality but which is nonetheless easy to implement and use in a busy programme encompassing football and hurling matches and many other events.

Diarmuid Cahill, Treasurer of Down GAA also pointed to other advantages.

“By teaming up with Future Ticketing we have also addressed other key concerns, including keeping the Down GAA brand front and centre and making our administration more efficient by cutting down on many time-consuming tasks for our valuable volunteers. Ongoing fundraising is critical for a county like ours and we were impressed with how the Future Ticketing platform can be used for off-field events which help generate the extra revenue we need for continued development of Gaelic games. Because the Future Ticketing system is so flexible, we can create and update different types of tickets for all kinds of events virtually instantly and that will certainly assist us in an environment where participation in our games and activities is growing. Another bonus is the real-time scanning information.”

Ronan Burns, Head of Sales and Business Development, Future Ticketing, said the company felt privileged to be selected by Down GAA and he looks forward to working with the County Board. “We were aware that full ownership of the customer journey was important to Down GAA and our tailormade ticketing system ensures the county will be better able to understand its supporters and facilitate them fully going forward,” said Mr Burns.

“We further recognised that Down GAA takes its responsibilities as data controller seriously and with our homegrown platform – conceived, refined and maintained in Ireland – the county has that control. Of course, match days are where the excitement is in the GAA and the Future Ticketing platform gives real-time scanning information, allowing Down GAA to monitor ticket entries instantly, track attendance accurately, and make informed decisions on crowd management and event operations.”

Dundalk FC enters long term partnership with Future Ticketing

  • Future Ticketing and Dundalk FC agree multi-year renewal to deliver enhanced digital ticketing solutions

  • Partnership continues to improve supporter experience and streamline matchday operations at Oriel Park

Future Ticketing, the pioneer in the provision of ticketing software and services, is announcing a multi-year partnership with Dundalk FC.

The renewal of this successful partnership marks a continued alignment between the leading digital ticketing provider for Irish football clubs and the much decorated Dundalk FC. With its record of domestic and European success, Dundalk FC remains a cornerstone of the League of Ireland, and Future Ticketing is pleased to support the club as it builds on its proud tradition.

The extended agreement will see Dundalk FC continue to benefit from Future Ticketing’s advanced digital infrastructure, enabling the club to manage ticketing operations with greater efficiency, flexibility, and scalability.  The technology platform allows for streamlined ticket sales, enhanced data analysis, and the ability to deliver a seamless purchasing journey for supporters across all touchpoints.

As a club that places high value on community engagement and supporter experience, Dundalk FC’s decision to renew the partnership reflects its ongoing commitment to modernisation and operational excellence.  The platform developed by Future Ticketing offers real-time reporting, mobile ticketing, an app to further ease ticket purchasing, and integration with other digital systems.

These are all designed to improve the matchday experience and foster deeper connections between the club and its loyal supporters.

Nita Whelan, Head of Operations, Dundalk FC said: “We are delighted to renew our partnership with Future Ticketing for the 2025/2026 season.”

Whelan added:

“Their innovative platform has been instrumental in enhancing our supporters’ matchday experience, making it easier than ever for supporters to secure their tickets and enjoy games at Oriel Park. This continued collaboration reflects our commitment to delivering the very best for our supporters both on and off the pitch.”

Stacey Forde, Client Success Team Leader with Future Ticketing said the company remains dedicated to helping clubs like Dundalk FC achieve their strategic goals through innovation and support that goes beyond the ticketing process.

Forde added: “We are impressed that Dundalk FC is committed to delivering the very best for its supporters and our goal has always been to match that level of commitment.

“Our cutting-edge ticketing technology is tailormade for the needs of the Lilywhites and their fans and we are looking forward to working with this great club as it continues on its progressive path. We believe the partnership reinforces our reputation for delivering bespoke ticketing solutions designed for the unique needs of our valued partners.”

Why Shamrock Rovers chose to extend their partnership with Future Ticketing

  • League of Ireland’s most successful club in new multi-year deal
  • Industry leader Future Ticketing driving growth at Tallaght Stadium

Ticketing software and services provider Future Ticketing has announced a renewal of its partnership with Shamrock Rovers. The multi-year deal between the industry leader in digital ticketing and the Republic of Ireland’s most successful football club extends a mutually productive relationship which is already nearly a decade old.

Shamrock Rovers FC’s commitment to continuous improvement inspired its original link-up with Future Ticketing, a pioneer in the provision of online ticketing in Irish football. Future Ticketing has supported Shamrock Rovers in achieving key data and ticketing objectives, from meeting the complex requirements of European Football ticketing and facilitating the Return to Football in 2020, to enabling the planning for a new family-focused North Stand at Tallaght Stadium informed by a deep understanding of the club’s demographics.

Ross Cullinane, Head of Business Operations, Shamrock Rovers, said:

“Since 2016, Future Ticketing has been a key strategic partner for Shamrock Rovers, supporting us through a period of sustained growth. From record attendances at Tallaght Stadium to major European fixtures, Future Ticketing’s technology has allowed us to scale seamlessly while delivering a smooth, high-quality experience for our supporters.

“Their API-first, cloud-native platform gives us full control and the ability to integrate ticketing with every part of our digital infrastructure — including access control, CRM, retail, and real-time communications. That flexibility has enabled us to streamline operations, improve decision-making, and enhance how we engage with fans.”

“Future Ticketing continues to innovate and adapt, delivering practical solutions that meet the demands of a modern football club. Their team is responsive, their technology is reliable, and their roadmap continues to evolve with us. As an Irish company with a global presence in sport, Future Ticketing understands the needs of Irish football while also bringing international best practice to our league. They remain a key partner in helping us keep raising the bar — both on and off the pitch.”

Ann Marie Guinan, Chief Marketing Officer, Future Ticketing, recalled how Shamrock Rovers first required a new, flexible ticketing system nine years ago which was capable of fulfilling a range of demands.

“We were delighted to work with Rovers to improve the fan experience, deliver quick and easy digital ticket sales and allow instant access to revenue.  We have helped the club automate its workload and the development of the bespoke Shamrock Rovers Digital Ticket App was a real breakthrough in ensuring that the seamless digital transformation coincided with enhanced fan loyalty,” said Guinan.

“As befits the most decorated club in the League of Ireland, Shamrock Rovers is a regular participant in European competitions and we have been privileged to assist the Hoops hosting many prestigious fixtures.

“Shamrock Rovers were early adopters of another piece of game-changing Future Ticketing technology, Dashboard Connect, which allows the club to host both home and away ticket sales, prioritising loyal fans and guaranteeing ticket holder visibility in a GDPR compliant manner.”

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