Liverpool said it is “overhauling” its ticket-buying process ahead of the 2020-21 season through a new primary ticketing partnership with SeatGeek.

The current Premier League leaders said the move will “improve the performance of its ticketing website and make for a smoother fan experience during peak sale times.”

The new platform has updated the queuing system to manage traffic volumes during busy periods and will give fans visiting Anfield more clarity on where they are in the buying process through live updates.

The platform will allow supporters to purchase tickets through their mobile devices as well as support mobile access at the turnstiles for match e-tickets.

Phil Dutton, vice president, ticketing and hospitality at LFC, said: “After listening to fan feedback and following extensive discussions with supporters at our fan forums, we have been making various changes behind the scenes to the way we run our members’ ticket sales and the technology we use when welcoming supporters to Anfield.

“We understand how important it is for fans to get the opportunity to purchase tickets for matchdays and we’re committed to constantly improving our ticket-buying service and overcoming any issues still remaining.

“When considering the ticketing platform, our goal was to work with a partner that could provide world-class, innovative technology. The SeatGeek platform will help make the ticket-buying journey clearer and more efficient with better functionality. Our supporters will have an improved experience, from purchasing the ticket initially right the way through to accessing the stadium, all with the goal of improving ticket availability.”

The new platform will launch for season ticket renewals ahead of a full rollout for the 2020-21 season. Liverpool has an average attendance of 53,175 for home games at the 54,074-capacity Anfield this season.

The deal brings SeatGeek’s portfolio of Premier League partners to nine, with others including Manchester City and Newcastle United.

Peter Joyce, managing director of EMEA Sport at SeatGeek, said: “Few sports clubs in the world have the level of demand for their tickets as Liverpool FC and a key focus has been to deliver as efficient a sales process as possible and embrace the latest technology to streamline the process.

“It is a huge privilege for us to welcome Liverpool FC as a SeatGeek client and we are really excited to work with the club and continue to innovate and drive efficiencies for supporters wherever possible.”

Image: Yurificacion