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Stoke City dumps ticketing partner See 360 mid-season

Stoke City football club has made the decision to switch to SeatGeek half-way through the 2019-20 season, ditching former partner See 360.

The Championship club claims that the move will “create a smarter, more streamlined supporter experience.”

While Stoke City did not confirm its reasons behind the move, it was widely reported during the club’s opening game of the campaign in August that See 360 was to blame for a technical error in the coding of the ticketing system for those whose season cards had been printed in the 10 days prior to the game.

The glitch left around 140 supporters waiting outside the 30,000-capacity Bet365 Stadium for more than 20 minutes after Stoke’s game against Queens Park Rangers kicked off on August 3. The club was forced to apologise as fans were required to head to the ticket office to get their cards activated or receive paper ticket replacements.

TheTicketingBusiness.com contacted Stoke City to clarify its reason for the change, but it did not comment.

Under the new agreement with SeatGeek, fans will be able to print ticket at home for all home fixtures, and the ticketing firm has launched a new online platform for digital tickets.

The new ticketing system will also be integrated with the club’s Single Sign-on platform (mystoke account) across all of their official digital platforms, combining access to several platforms and apps.

Stoke City’s chief commercial officer Paul Lakin said: “The new system will offer our fans a much-improved customer experience and we are sure they will be impressed by the increased levels of functionality it will offer.

“We are delighted to have partnered with SeatGeek as they have a proven track record with a host of sporting clubs, organisations and leagues across the world.”

To implement the changeover to SeatGeek there will be no ticket sales – either online or in-person from the bet365 Stadium ticket office or Potteries Shopping Centre store – from 4pm today (Thursday), November 7 until 9am on Tuesday, November 12, after which the system will be fully operational.

Image: Stoke City