Championship football club Swansea City is set to introduce automated turnstiles at Liberty Stadium in 2021 as part a seven-year extension deal with Ticketmaster Sport.
Under the agreement, the ticketing solutions provider will look to convert the club to a completely digital system from the start of the 2021-22 season.
The changes include full-height automated turnstiles for fan entry, as well as a new in-app ticketing platform to deliver season tickets, memberships and single-match tickets digitally.
The partnership will also look to make accessible ticketing available online, with users able to purchase their seats, manage their requirements and obtain companion or carer seating in the same transaction without having to contact a call centre.
The new digital platform will help to fulfil requirements for COVID-19 track and trace and allow fans to return to stadiums safely. Ticketmaster Sport has been working with the Sports Grounds Safety Authority (SGSA) and Security Technical Implementation Guide (STIG) to develop the ticketing software to help to bring fans back.
In addition, Swansea City has been working with its partners, local government and healthcare authorities to understand the means of getting fans back to the 21,000-capacity stadium.
Swansea City’s head of commercial, Rebecca Edwards-Symmons, said: “Ticketmaster Sport has continually supported our innovations here at Swansea City. We were the first football club to provide in-app ticketing because of their ability to integrate with third parties, and we’re pleased the innovation at the club is not stopping with the introduction of automated turnstiles for the beginning of the 2021-22 season.
“This will help us to take the club into a new era and go completely digital.”
Chris Gratton, chief operating officer of Ticketmaster Sport, said: “We are extremely pleased to be extending our partnership with Swansea City and the Liberty Stadium for another seven years.
“Our partnership has seen true innovation being delivered through in-app ticketing, but we’re looking forward to creating a completely digital ticketing experience.
“The full-height automated turnstiles will revolutionise the matchday experience for fans, who we can’t wait to see return.”