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.
