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Ross County FC Embraces Future Ticketing for 2025/26 Season Upgrade
9th May 2025
Ross County FC Chief Executive Steven Ferguson shared his enthusiasm about the new partnership: “We are committed to continually improving our supporters’ experience, and partnering with Future Ticketing and TEAMcard allows us to take a significant step forward. Their technology will ensure greater accessibility, flexibility, and security for our fans. Read more
News
Wicklow GAA Extends Successful Partnership with Future Ticketing
1st May 2025
“The continued partnership with Future Ticketing is a welcome development for Wicklow GAA. By making tickets more accessible through a safe and trusted platform, we’re ensuring more supporters can experience our national games first-hand.” Read more
News
Naas Racecourse enters long-term partnership with Future Ticketing
9th April 2025
“We are delighted to continue our partnership with Future Ticketing, whose innovative platform has significantly enhanced our ticketing operations. Their seamless technology allows us to provide a better experience for our racegoers, making it easier than ever to access and enjoy top-class racing at Naas. This collaboration ensures we can Read more
News
Future Ticketing shortlisted for Best Use of Technology in Football!
21st March 2025
Future Ticketing enables home fans now to access their away scanning data Read more
News
The future of away ticketing
4th March 2025
"As the away club, it allowed us to access away ticket purchaser data while remaining fully GDPR-compliant, monitor real-time sales, and announce when tickets were sold out—without relying on updates from the home team." Read more
News
Kildare GAA enters long-term partnership with Future Ticketing
25th February 2025
“Future Ticketing are continuously developing our product offering, working hard to increase the efficiency and functionality of our system so that we can provide all our customers including Kildare GAA and its supporters with the best possible user experience.  Kildare GAA will have seen a significant improvement in fan engagement since Read more
News
League of Ireland set for record crowds as season ticket sales soar
13th February 2025
''We are delighted that Future Ticketing has accompanied us on our journey to the league title and the partnership is one we value highly. This year's season ticket campaign has been a huge success, with a 30% increase year on year, and we will welcome over 700 new season ticket Read more
News
Future Ticketing Welcomes Three U.S. Racecourses to Its Expanding American Network
10th December 2024
We have a bit of a complicated system with our Reserved Parking but Future Ticketing made it all work easily for us and our customers. Their staff was knowledgeable and helpful.  Using Future Ticketing was a great decision for Montpelier Hunt races. Read more
News
Future Ticketing planning major international expansion in 2025
6th December 2024
“I met eight ticketing companies over the course of two days. After sitting through the presentations, it became clear to me that they didn’t understand our business. Their priority was to take control of the process,” Holton. After the second day, I rang Mark Cotter on the way home to Read more

Ross County FC Embraces Future Ticketing for 2025/26 Season Upgrade

Ross County FC Selects Future Ticketing to Power Digital Transformation Ahead of 25/26 Season

Future Ticketing is proud to announce a major new partnership with Ross County Football Club as the club prepares to launch a new era of digital innovation and fan engagement. Beginning with the 2025/26 season, Ross County FC will implement Future Ticketing’s next-generation ticketing platform as part of its strategic plan to enhance supporter experience, streamline operations, and embrace future-ready technologies.

Chosen for its API-first architecture and industry-leading real-time data capabilities, Future Ticketing will provide Ross County with a fully integrated digital system for online ticket sales, mobile ticketing, loyalty and membership programs, and personalised marketing. These enhancements will allow the club to deliver seamless, flexible, and secure ticketing for fans, while also driving operational efficiency and commercial growth.

Ronan Burns, Head of Sales & Business Development at Future Ticketing, said:

“We’re delighted to partner with Ross County FC as they take bold steps towards a more connected, data-driven future. Our platform will give the club the tools to better understand and engage with their supporters, offering fans a more personalised and frictionless matchday experience. We’re excited to support the club’s ambition and look forward to playing a key role in their digital evolution.”

Ross County FC Chief Executive Steven Ferguson shared his enthusiasm about the new partnership:

“We are committed to continually improving our supporters’ experience, and partnering with Future Ticketing and TEAMcard allows us to take a significant step forward. Their technology will ensure greater accessibility, flexibility, and security for our fans. This is a significant investment from the club into improving the matchday experience at the Global Energy Stadium. An extensive exercise was carried out to ensure no stone was uncovered and we firmly believe these are two best-in-class solutions for our club.”

In addition to the partnership with Future Ticketing, Ross County will also integrate TEAMcard’s advanced stadium access control technology, including the installation of state-of-the-art ticket readers at every turnstile. The combination of Future Ticketing’s powerful digital platform and TEAMcard’s expertise in access management ensures a streamlined matchday experience from purchase to entry.

Ben Phillips, Head of Sales & Marketing at TEAMcard said

“We are extremely proud to be partnering with Ross County FC, and excited about working closely with the club to streamline match day operations and enhance the fan experience for supporters coming to the Global Energy Stadium. The club’s commitment to using technology to deliver the best possible experience for fans could not be clearer, and we are looking forward to supporting the team on that journey.”

Our partnership with Ross County FC reinforces our commitment to supporting forward-thinking clubs who prioritise innovation, fan engagement, and long-term sustainability.

Wicklow GAA Extends Successful Partnership with Future Ticketing

Future Ticketing, the premier provider of ticketing software and services, is pleased to confirm its continuing partnership with Wicklow GAA.

Future Ticketing said it is privileged to team up with Wicklow and is looking forward to working closely with the county and helping it gain from the company’s ongoing commitment to innovation.

Damien Byrne, Chairman of Wicklow GAA said:

“The continued partnership with Future Ticketing is a welcome development for Wicklow GAA. By making tickets more accessible through a safe and trusted platform, we’re ensuring more supporters can experience our national games first-hand.”

Martin O’Brien, Client Success Manager, Future Ticketing, said:

“At Future Ticketing we understand that volunteers and supporters are at the heart of the GAA and that is why we work so hard to smooth the path to the adoption of digital ticketing and all the benefits it brings in terms of administrative efficiency and access to revenue.”

O’Brien added: “We have seen how Wicklow has demonstrated its determination to grow Gaelic games through its Garden County Academy and we have also been impressed with its commitment to health and wellbeing in its healthy clubs programme. “Future Ticketing is well aware that clubs are the bedrock of the county and we are delighted to be facilitating the Wicklow GAA Club Season Membership scheme.”

Future Ticketing continues to grow its presence across GAA counties, as the Gaelic games community nationwide recognises the value of its user-friendly platform and the secure, GDPR-compliant storage of customer data. With a simple copy-and-paste function, clubs can set up events for each round of the championship in just minutes.

Naas Racecourse enters long-term partnership with Future Ticketing

  • Future Ticketing and Naas Racecourse renew successful alliance
  • Top ticketing company proud to be associated with Naas
  • Working together to best serve punters

 

Future Ticketing, the leading provider of ticketing software and services, is announcing a multi-year partnership with Naas Racecourse. Future Ticketing is delighted to build on its already well-established relationship with Naas Racecourse and looks forward to strengthening the bond and serving punters even better in the years to come. Naas Racecourse continues to invest in its customer experience, enhancing satisfaction and engagement while fostering lasting relationships that drive growth and loyalty among
racegoers.

Future Ticketing’s state-of-the-art ticketing technology has been adopted across numerous sectors globally in sport, entertainment and outdoor events but had its roots in horse racing in Co Kildare, hence its particularly close affinity with Naas Racecourse.
Aidan McGarry, General Manager at Naas Racecourse, said:

“We are delighted to continue our partnership with Future Ticketing, whose innovative platform has significantly enhanced our ticketing operations. Their seamless technology allows us to provide a better experience for our racegoers, making it easier than ever to access and enjoy top-class racing at Naas. This collaboration ensures we can continue delivering exceptional service to our customers while embracing the latest advancements in ticketing.”

Martin O’Brien, Client Success Manager, Future Ticketing, said:

“At Future Ticketing, we have watched how Naas Racecourse has improved its offering with strategic investment and as the pioneers of online ticketing in racing, that has challenged us to stay ahead of the field.” Naas Racecourse has a proud racing heritage spanning over a century and now stands as one of Ireland’s premier venues, hosting top-class Flat and National Hunt meetings year-round. “We are especially impressed with how Naas Racecourse has leveraged the Future Ticketing platform to streamline race-day ticketing for up to 20 meetings annually while enhancing the customer journey with a seamless annual membership offering. We are delighted to continue our partnership and support Naas Racecourse in delivering a best-in-class ticketing experience for racegoers.”

Future Ticketing shortlisted for Best Use of Technology in Football!

We’re excited to announce that Future Ticketing has been named a finalist at the Football Business Awards 2025 in the category of Best Use of Technology in Football! This recognition highlights our commitment to innovation and our ongoing efforts to revolutionize ticketing solutions for clubs and fans alike.

Our Dashboard Connect functionality has revolutionised ticketing teams, providing:

✅ Automation of traditional workloads – Reducing manual tasks and freeing up valuable time for ticketing teams.
✅ Real-time oversight of their away attendance – Offering clubs instant access to accurate data to enhance security and planning.
✅ Brand identity preservation – Ensuring clubs maintain control over their ticketing process and customer experience.

By streamlining operations and providing real-time insights, Dashboard Connect empowers clubs to manage ticketing more efficiently while maintaining a strong connection with their fans.

Being shortlisted alongside some of the biggest names in football innovation is a testament to the impact of our technology. The competition includes:

  • DFL Bundesliga – Next Level of Automated Data-Driven Storytelling
  • Fabricks by MatchWornShirt – Revolutionizing football memorabilia
  • Grenfell Athletic FC – Fabric of the Community
  • Leicester City FC & YinzCam – Club app innovation
  • Real Bedford – Using Bitcoin to transform football
  • Serie A & Hawk-Eye – Advancing officiating with SAOT technology
  • Unsilence The Crowd by Sela and Newcastle United – Enhancing the matchday experience
  • Urban Zoo – Driving digital transformation in football

We are honored to be part of such an esteemed group and to showcase how Future Ticketing is shaping the future of ticketing in football.

The Football Business Awards 2025 celebrate excellence across the industry, recognizing the innovations that make football more accessible, efficient, and engaging. We are proud that Dashboard Connect is making a real impact, and we look forward to the awards ceremony.

For the full list of finalists, visit: Football Business Awards 2025

Stay tuned for updates, and thank you to our clients and partners for your support!

The future of away ticketing

The recent clash between defending League of Ireland Premier Division champions Shelbourne Football Club and Shamrock Rovers F.C. , fresh from their knockout stages of a UEFA club competition, lived up to expectations. A 1-1 draw in front of a packed stadium saw both sides battle for supremacy, with ticket demand at an all-time high. Delivering a seamless matchday experience required an efficient, data-driven ticketing system that could manage peak demand and provide real-time insights.

The Challenge

For high-profile fixtures like Shelbourne FC vs Shamrock Rovers, clubs must ensure fair ticket distribution, prevent bulk purchases, and minimise administrative workload—all while enhancing the fan experience.

The Solution: Future Ticketing & Dashboard Connect

Future Ticketing’s cutting-edge platform, powered by Dashboard Connect, provided both clubs with an advanced, real-time ticketing solution tailored to their needs.

  • Automated Ticket Access – Shamrock Rovers successfully managed ticket sales by prioritising and rewarding members with exclusive early access. A second sales window then granted priority to season ticket holders using automatic on-sale tools, ensuring a structured and fair distribution process.
  • Efficient Administration – Shelbourne FC benefited from automation, significantly reducing manual workload and allowing the club to focus more on commercial opportunities.
  • One Ticket Per Fan – Future Ticketing ensured that each supporter could purchase only one ticket per account, preventing bulk buying and ensuring fairness and security for Shelbourne FC as the host club.

The Impact

With Future Ticketing’s system in place, Shelbourne FC and Shamrock Rovers successfully:

  • Delivered Fairer Ticketing Access – Shelbourne FC ensured priority access for members and season ticket holders while blocking bulk purchases from unauthorised buyers.
  • Reduced Administrative Burden – Shelbourne FC automated key processes, freeing up staff to explore new revenue streams and enhance the matchday experience.
  • Enhanced Fan Engagement – Both clubs leveraged data insights to strengthen connections with supporters, including rewarding travelling fans based on actual scanned attendance rather than just ticket purchases—a major shift from traditional methods.
  • Kept Their Brand Front and Centre – Throughout the process, both clubs maintained their brand identity. Fans could seamlessly download their tickets via their club’s existing app without needing to install a third-party or opposition team’s app.

“As the home club, managing ticketing for high-demand matches used to require significant administrative effort. With Future Ticketing, we’ve drastically reduced the manual workload, allowing our team to focus on enhancing the fan experience. The platform’s real-time insights also give us complete oversight of all attendees, ensuring a smooth and secure process while maintaining fairness for every supporter.” — Keith McDarby, Commercial Director, Shelbourne F.C.

“Dashboard Connect has been a game-changer for our ticketing process. As the away club, it allowed us to access away ticket purchaser data while remaining fully GDPR-compliant, monitor real-time sales, and announce when tickets were sold out—without relying on updates from the home team. Now, as the home club for the upcoming derby against Pats, we’re using it again, and it has made both buying and selling away tickets so much easier.” — Ross Cullinane, Ticketing & Retail Manager, Shamrock Rovers F.C.

By leveraging Future Ticketing’s innovative solutions, Shelbourne FC and Shamrock Rovers have set a new standard for matchday ticketing. They have enhanced efficiency and fairness while elevating the fan experience through data-driven engagement and seamless integration.

As the sports industry continues to evolve, clubs that embrace cutting-edge technology like Dashboard Connect will be well-positioned to drive operational excellence, increase revenue, and build deeper, more meaningful connections with their supporters. The future of ticketing is here—turning challenges into opportunities and redefining how fans experience the game.

Kildare GAA enters long-term partnership with Future Ticketing

  • Leading digital ticketing company builds on relationship with Lilywhites
  • Future Ticketing continues sponsorship of underage hurling in Kildare
  • Simple and reliable online ticketing service for supporters

Future Ticketing, the leading provider of ticketing software and services, is announcing a multi-year partnership renewal with Kildare GAA. The renewal of this partnership builds on a well established relationship between the Lilywhites and Future Ticketing and Kildare GAA has hailed the latest deal as an important milestone in a county which is entering a crucial stage in its ongoing progressive development.

Mick Mullen, Chairperson, Kildare GAA, said:

“Renewing our partnership with Future Ticketing is an excellent opportunity to promote our games for all our supporters in Kildare GAA and beyond. We’re happy that Future Ticketing can offer our supporters a simple and reliable online ticketing service. We also value Future Ticketing’s continued support of our minor hurling league and championship as further evidence of the company’s commitment to the development of our games and in particular the strengthening of underage hurling within the county.”

Ronan Burns, Head of Sales and Business Development, Future Ticketing, said the company had first teamed up with Kildare GAA in 2021.  Burns said he is very pleased that the county is extending its relationship with Future Ticketing as its online ticketing partner.

“Here in Future Ticketing, we are very impressed with how Kildare is developing its infrastructure across games and grounds and we are also committed to continuing our sponsorship of the minor hurling league and championship in the county. Especially, we are looking forward to playing our part in helping fans settle into the magnificently redeveloped Cedral St Conleth’s Park,” said Burns.

“Future Ticketing are continuously developing our product offering, working hard to increase the efficiency and functionality of our system so that we can provide all our customers including Kildare GAA and its supporters with the best possible user experience.  Kildare GAA will have seen a significant improvement in fan engagement since their successful transition to the Future Ticketing platform and will be able to continue that positive growth through the management of the valuable data available to them thanks to the GDPR-compliant software provided by Future Ticketing.”

League of Ireland set for record crowds as season ticket sales soar

A surge in season ticket purchases will drive the League of Ireland to another record-breaking year of attendance, according to Future Ticketing.

The leading digital ticketing services provider has seen intense interest in season tickets across its partner clubs in the run-up to the big kick-off on Friday night. Defending SSE Airtricity Premier Division champions Shelbourne have seen season ticket sales rocket by more than 30% as fans flock to Tolka Park, hoping for back-to-back titles.

Meanwhile, the best-supported team in the country, Shamrock Rovers, look set to reach 4,500 season tickets sold as they aim to top last season’s league-best average of over 6,000 fans per game at Tallaght Stadium. Also in the capital, St Patrick’s Athletic have sold out season tickets across most areas of the ground, with limited matchday tickets available due to high demand for their clash at Richmond Park against FAI Cup holders Drogheda United.

Future Ticketing has observed a similar trend across its other partner clubs in both divisions. In the northwest, Finn Harps operate a membership model that includes a season ticket discount, and in the run-up to the First Division kick-off, nearly 1,600 memberships had been snapped up. The trend in attendances across all League of Ireland grounds has been upwards in recent seasons. After surpassing the one million milestone in 2024, records are set to tumble again, with the Women’s Premier Division also attracting unprecedented interest. Clubs have partnered with Future Ticketing for its superior software, and contract renewals by Shelbourne, Drogheda, and Treaty United last year have cemented the company’s position as an industry leader.

Future Ticketing Managing Director, Liam Holton, said:

“Eight years ago, when we started working with League of Ireland clubs, we never imagined the league could scale such heights. Seeing record attendances and incredible fan engagement today is a testament to the dedication and resilience of our partner clubs.”

“These clubs have faced tough times, especially during Covid, but their hard work is now paying off. We’re absolutely thrilled for them.  Future Ticketing instigated the digital transformation by delivering the system software that put clubs in control of their own ticket sales.”

Holton added: “Our passion for Irish football runs deep. Knowing fans are at the heart of the game, we made sure match tickets were never more than a few clicks away by developing the game-changing Digital Ticketing App.”

“That innovation continued last year with Dashboard Connect, giving clubs better control over away ticket sales, real-time data analytics, and live financial insights. We’re proud to support clubs as they continue to grow and bring this great league to more fans than ever before.”

Ross Cullinane, Ticketing & Retail Manager at Shamrock Rovers FC, commented:

“We’re excited to enter our eighth season with Future Ticketing. Over the years, we’ve grown stronger together, and with the new Dashboard Connect feature, we’re now able to shift our focus even more on delivering an exceptional fan experience.”

Shelbourne FC’s Commercial Director, Keith McDarby said:

”We are delighted that Future Ticketing has accompanied us on our journey to the league title and the partnership is one we value highly. This year’s season ticket campaign has been a huge success, with a 30% increase year on year, and we will welcome over 700 new season ticket holders to Tolka Park. We are pleased that our fans have embraced the platform, and we look forward to continued development.”

Alan Brady, Operations Manager, St Patrick’s Athletic said:

“Here at St Patrick’s Athletic we have always been very proud of the unique atmosphere in Richmond Park and the extremely close bond we have with our supporters.  Thanks to Future Ticketing, that bond is stronger than ever and we cannot wait to welcome Pat’s followers back for the new season.”

Future Ticketing’s partner clubs in the League of Ireland are Shamrock Rovers, Shelbourne, Drogheda United, St Patrick’s Athletic, Galway United, Athlone Town, Cobh Ramblers, Dundalk, Finn Harps, Kerry FC, Treaty United and Longford Town.

Future Ticketing Welcomes Three U.S. Racecourses to Its Expanding American Network

  • New partnership with Kentucky Downs
  • Montpelier Hunt and Genesee Valley venues are also in growing portfolio
  • Cutting-edge technology attracts clients across the equine sector

Future Ticketing has announced partnerships with three further racetracks in the United States, including its first flat track in America, Kentucky Downs.

Kentucky Downs is the only all-turf racing venue in the US and its spectacular seven-day September meet offers $35m in purses, attracts British and Irish horses, and top jockeys like Frankie Dettori. Future Ticketing partnered successfully with Kentucky Downs for the first time at its meetings in August and September which included the running of the $2.5m Nashville Derby.

Two additional US steeplechase venues have partnered with ticketing software provider Future Ticketing, Montpelier Hunt Races, Virginia and Genesee Valley Hunt Races, New York. Saturday, November 2 saw the 89th running of the Montpelier Races and Future Ticketing’s superior technology enabled the efficient sale of several ticket types, from general admission to tailgating and reserved admission to infield parking. Future Ticketing is also privileged to be chosen by Genesee Valley as its ticketing partner as it hosts the only event in New York state where spectators can watch sanctioned steeplechase races over timber jumps.

Martha Strawther, Race Director, Montpelier Races said:

“We chose Future Ticketing because of their knowledge of steeplechase racing at venues like ours.  I could not be happier with the result. Working internationally went seamlessly; our questions were answered in a very timely manner. 

“We thought there would be resistance from our customers to online ordering but they embraced the new procedures.  We have a bit of a complicated system with our Reserved Parking but Future Ticketing made it all work easily for us and our customers. Their staff was knowledgeable and helpful.  Using Future Ticketing was a great decision for Montpelier Hunt races.”

Future Ticketing’s flexible systems enable Genesee Valley racegoers to choose from bronze, silver and gold parking options.

Peter McNeile, International Sales Director, Future Ticketing, said:

“At Future Ticketing we are delighted that Kentucky Downs has chosen us as their ticketing partner and we believe we can work to bring the full benefits of digital ticketing to this prestigious venue, just as we have done at so many across the Atlantic in Britain, Ireland, continental Europe and Australia.

“We are also especially pleased that two more US steeplechase venues have joined our stable and we are grateful to Montpelier Hunt and Genesee Valley for selecting Future Ticketing and are sure they too will reap the benefits of our state-of-the-art online ticketing technology.”

Once again, Future Ticketing will be represented at the Global Symposium on Racing in Tucson, Arizona where the company will be introducing its cutting edge API-first approach to ticketing to leading professionals across the equine sector.

 

Future Ticketing planning major international expansion in 2025

Originally posted in the Business Post

Offaly-based firm has already secured clients in Australia, France and Senegal to add to its current roster of sporting organisations in Ireland and the UK

Future Ticketing, the Offaly-based ticketing services business, plans to expand substantially internationally next year. The firm, which was founded by Liam Holton and Mark Cotter in 2016, has 43 staff and has invested €2 million into its operations.

“We have developed a ticket sales enabling software that allows you to run your own system. Our software sits on the customer’s website or in its ecosystem to link up with all their other internal systems,” Holton told the Business Post.

Future Ticketing’s clients include all racecourses in Ireland as well as Cheltenham and Aintree in the UK, along with football clubs such as Shelbourne and Shamrock Rovers, and national governing bodies like Basketball Ireland and Cricket Ireland.

The idea grew out of Holton’s frustrations at the ticketing options available while working with Punchestown racecourse.

“I met eight ticketing companies over the course of two days. After sitting through the presentations, it became clear to me that they didn’t understand our business. Their priority was to take control of the process,” Holton.

“After the second day, I rang Mark Cotter on the way home to work out if we could start a ticketing company that works the way a sports organisation wants it to.”

Holton and Cotter, whom Holton describes as the smartest man he knows, set about developing the business. Unlike most ticketing software companies, the focus with Future Ticketing is providing control over the data to the client. That means the client can target promotions based on its unique customer needs.

“The very first client was Punchestown, and our first event had over 100,000 people at it. Initially our focus was on horse racing, but as we looked around, we realised the flexibility in our software meant it was suitable for a lot of other sports,” Holton said.

“We started with Shamrock Rovers in 2018 as our first club and football accounts for 39 per cent of our business now.”

The core target clients for Future Ticketing are organisations where ticketing is a high priority within a business model. Arsenal’s women’s football team, for example, is a client as it is seeking to grow support. The men’s team wasn’t even on the radar for Holton’s business as they already regularly sell out the Emirates Stadium.

Enterprise Ireland has supported the business, with Future Ticketing previously being part of the high potential start-up unit (HPSU).

“They invested in the business early on. They also gave us good advice when we entered the UK market, particularly in terms of location. They gave us guidance on setting up in Manchester, even with practical advice on where people could live in the city,” Holton said.

“We’ve met some really good people in there. They were quite helpful during Covid, providing funding structures that helped us keep the team together.”

The business has established its first partnerships in Australia, Egypt, France and the US amongst other markets. Holton aims to grow the international presence of Future Ticketing across 2025.

“We’ve got our first customer in Australia and will focus on the rollout there next year. Similarly, in France we’ve gone live with our first customer there and have an extensive pipeline in sport there,” he said.

“We also went live in West Africa this month, initially in Senegal. The focus right now is concerts and shows but the ambition is to expand into football there.”

This Making it Work article was produced in partnership with Enterprise Ireland

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