Everton's innovative partnership with Ticketmaster prepares supporters for the digital experience they can expect when moving to its world-class new stadium in 2025.
The Club partnered up with the world's leading ticket marketplace Ticketmaster a year ago, becoming its official ticketing innovation partner. This collaboration enhances Everton's digital ticket purchasing process for supporters, both at Goodison Park and in their future waterfront home.
Ticketmaster, which is also the hub for securing tickets for all the Club’s major events and stadium tours, is perfectly positioned to offer support ahead of Everton’s future move to the city’s northern docks, having already supported north London rivals Arsenal and Tottenham Hotspur with similar stadium relocations.
And following a significant uptake in online sales, aided by a simplified and streamlined process, Everton feels the partnership has positioned itself perfectly to broaden the Club's digital ticketing offering at the dawn of an exciting new era for Everton FC.
Since launching the partnership in 2023, Everton’s online sales have increased across all ticketing products and Memberships, averaging at around 75% of transactions being completed online for the penultimate season at Goodison Park.
This represents a notable increase compared to the previous season; an encouraging trend towards the end-goal of Everton Stadium opening as a digital ticketing venue.
Ticketmaster’s user-friendly interface and streamlined checkout process has made it easier for supporters to complete purchases, while the reporting and analytics provided by the system have allowed Everton to make data-driven decisions, optimising product offerings and marketing strategies. This, in turn, has led to a significant increase in conversion rates and revenue.
A further benefit has been to maximise attendances by making it easier for supporters unable to attend home games to sell-on their tickets.
Ticketmaster’s technology, support and guidance have helped to simplify the process for season ticket members wanting to list their tickets, resulting in an impressive 20% increase in tickets purchased via the Club’s online resale platform this season.
Chris Gratton, Managing Director at Ticketmaster Sport, said: “Since Everton joined the Ticketmaster family, it’s been so rewarding to see our tools and technologies deliver what the club needs, and more. The Club’s ticketing success, using our technology, has exceeded our collective expectations and, as we continue our partnership into the future and prepare the club for its move to the new stadium, we know we’re in a great position to continue to innovate and deliver for them.”
While one of the main drivers for us was to benefit from Ticketmaster’s experience when we move into our new state-of-the-art stadium on the Liverpool waterfront next year, we have already seen significant benefits in the first year of the partnership.
Richard Kenyon, Chief Commercial and Communications Officer at Everton, added: “We've been really pleased with the progress we have made since we took the decision to partner with Ticketmaster.
"While one of the main drivers for us was to benefit from Ticketmaster’s experience when we move into our new state-of-the-art stadium on the Liverpool waterfront next year, we have already seen significant benefits in the first year of the partnership.
“Some of these benefits are translating to record results for us in terms of online ticketing and membership transactions. And many of the benefits we have experienced stem from the reporting and analytics provided by Ticketmaster, which have enhanced our data-driven decision-making.
“Our relationship with Ticketmaster has got off to a great start and we’re confident that the long-term agreement we reached with them last year will continue to be of great benefit for the club and our supporters in the years to come.”
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