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Autumn Nations Series to mark launch of digital ticketing for Principality Stadium

The 2021 edition of the Autumn Nations Series at Cardiff’s Principality Stadium will mark the launch of the 74,500-capacity Welsh venue’s new digital ticketing app as it targets 100-per-cent capacity for the tournament.

The Principality Stadium ticketing app, which has been in development for the last year, has been created by Tixserve, which has implemented ticketing apps for the RFU at Twickenham Stadium and a number of other sporting and entertainment clients in the UK and Ireland.

Fixtures for this year’s Autumn Nations Series, announced this week, will see Wales host New Zealand, Australia, Fiji and world champions South Africa, with officials confident the games will take place.

The new digital ticketing system has been implemented to speed up entry into the stadium on match days, with each ticket having an individual QR code that is scanned at the gate. The system will also be in place to support track and trace as part of the Government’s ongoing reopening plans amid COVID-19.

The Tixserve system was tested during the Guinness Six Nations as part of the Principality Stadium accreditation entry process and the response has driven the decision to use the system for all ticketing at the Autumn Nations Series 2021. The Principality Stadium ticketing app can be downloaded free of charge from Google Play Store or Apple Store.

Patrick J Kirby, managing director of Tixserve, said: “Tixserve is delighted to have been selected by the WRU as its digital ticketing partner following a competitive procurement process. In addition to powering digital tickets for major international matches at the world-famous Principality Stadium, Tixserve’s easy to use, secure and interactive solution will also be used for stadium hospitality.

“The Tixserve team is committed to responding to the evolving digital ticketing requirements of the WRU and its ticket-holders and looks forward to building a strong, long-term business relationship with the recently crowned Six Nations champions.”

Ticket prices for the Autumn Nations Series 2021 have been frozen, which means supporters can watch New Zealand for the same prices paid in 2017, which was the last time the All Blacks visited Cardiff. With five different pricing categories, fans can expect to pay anywhere between £40 and £95 for tickets.

Passes are currently on sale to WRU member clubs, debenture holders and premium members along with communication to WRU corporate hospitality clients, with the WRU hoping to move forward to the target of 100 per cent capacity in the summer.

Steve Phillips, WRU group chief executive, said: “There’s a great appetite for rugby right now. Over two thirds of the population tuned in to watch Wales play each of their Six Nations games in February. Tournaments like the Guinness Six Nations Championship and the Autumn Nations Series galvanise the nation, generate hope and pride and give the people of Wales something to look forward to in difficult times.

“It is our aim and ambition to deliver the Autumn Nations Series 2021 with full crowds. We are working alongside Welsh Government and Public Health Wales to ensure this is done correctly and safely and in order for us to move forward and deliver events of this scale we must plan ahead, be flexible and prepared for change. Getting the Autumn Nations Series on sale early is an essential step in this process.”

Image: Ben Evans/Huw Evans Agency