KPMG Women’s Irish Open

The KPMG Women’s Irish Open is one of the leading events on the women’s professional golf calendar, welcoming thousands of spectators to experience world-class golf and an unforgettable event atmosphere.

Since 2022, Forefront Sports, the event organiser, has partnered with Future Ticketing to deliver a flexible, fully branded ticketing solution for the KPMG Women’s Irish Open. The partnership supports the event’s evolving ticketing requirements while providing the technology and insight needed to manage a large-scale spectator experience.

The Event’s Vision
The KPMG Women’s Irish Open is focused on delivering a seamless and accessible experience for every attendee, from golf fans and families to sponsors and premium hospitality guests.

With a large and varied audience, the event requires a ticketing solution that can support multiple ticket types, access requirements, complimentary allocations, and on-the-day sales—all while maintaining a consistent, sponsor-led brand experience.

Working closely with Forefront Sports, FT provides a flexible ticketing infrastructure designed to support both the event’s operational requirements and its wider commercial objectives.

Challenge
Managing ticketing for a major golf event brings a unique range of challenges. The platform needs to accommodate high spectator volumes, multiple ticket products, sponsor and hospitality requirements, and different access permissions across the event site.

For the KPMG Women’s Irish Open, there was a need to:

• Deliver a fully branded ticket purchase journey aligned with the event and sponsor identity
• Manage access for approximately 40,000 spectators
• Offer a range of ticket products, including week and weekend passes
• Create a simple way for families to access free child tickets alongside adult purchases
• Manage complimentary tickets and sponsor allocations efficiently
• Support premium hospitality access alongside general event entry
• Facilitate on-the-day ticket sales
• Provide GDPR-compliant data and analytics for marketing and sponsor reporting

The solution needed to bring these requirements together within one flexible and scalable ticketing ecosystem.

Solution
Through FT’s white-label API capabilities, the KPMG Women’s Irish Open delivers a seamless, fully branded ticketing experience from purchase through to event entry.

The purchase journey includes a branded order summary, a custom-designed eTicket,
and digital wallet integration, helping to create a smooth and recognisable experience
for spectators.

A flexible product structure allows the event to offer a range of ticket options, including week passes and weekend passes. Linked products are also used to enable free child ticket downloads alongside qualifying adult tickets, simplifying the purchasing process for families.
Behind the scenes, Forefront Sports can manage sponsor and partner allocations through FT’s bulk upload functionality, making it easier to distribute complimentary tickets at scale.

Premium Hospitality is also supported through a streamlined access control setup. This year, premium ticket holders can have their ticket details checked through a single scanner configuration, allowing access to both the main event and the hospitality marquee
where applicable.

For on-the-day sales, FT’s cash desk functionality is aligned with a Stripe terminal and printer, providing the event team with a practical and efficient way to manage walk-up purchases.

Data and Insight
Alongside ticket sales and access control, FT provides Forefront Sports with access to
GDPR-compliant dashboard analytics.

These insights support marketing activity, audience analysis, and sponsor reporting, giving the event team greater visibility over ticket sales and spectator engagement.

By bringing ticketing data into one central platform, Forefront Sports can better understand event performance while providing valuable reporting to commercial partners and stakeholders.

Looking Ahead
The partnership between FT and Forefront Sports extends beyond the KPMG Women’s
Irish Open.

Forefront also uses FT to support the Women’s Irish Challenge, an event providing a platform for women and amateur golfers, further demonstrating the flexibility of the solution across different golf events and audiences.

Since partnering in 2022, FT and Forefront Sports have continued to build a ticketing ecosystem that supports the operational complexity of live golf events while keeping the spectator experience simple, branded, and accessible.

From large-scale access control and family ticketing to premium hospitality, sponsor allocations, on-the-day sales, and data insight, the KPMG Women’s Irish Open demonstrates how a flexible ticketing solution can support every stage of the event journey.