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Aberdeen extends ticketing deal with SeatGeek

Scottish Premiership football club Aberdeen has extended its ticketing partnership with SeatGeek.

The multi-year contract expands on an initial four-year term with the ticketing firm to continue to provide a mobile-first ticket purchasing experience at Pittodrie Stadium.

Under the agreement, SeatGeek will work closely with club staff to deliver a range of initiatives as fans are set to be welcomed back to stadiums over the coming months following a ban on fans due to COVID-19.

Jamie Howell, AFC’s ticket office manager, said: “We’re delighted to have extended our agreement with SeatGeek after a successful first term for the club operating on the SRO ticketing platform. Working in partnership with SeatGeek, we have transformed the Club’s ticketing operations and delivered on a range of goals and initiatives for our fans.

“We have rolled out a full digital website transformation project, including a brand-new online ticketing purchase journey, Single Sign-On, mobile ticket entry and the hugely successful AberDNA Membership model which has generated over £1.8m of additional revenue for the club since its launch in 2018 and now forms the bedrock of our Membership offering”.

Howell also noted that planning the safe return of fans for the 2021-22 season has been supported by SeatGeek with new software updates and processes already put in place.

He said the ticketing firm has built a range of new functionality during the pandemic, allowing the club to manage socially distanced protocols such as flexible, limited-capacity seat maps, COVID-19 waivers and the ability to capture additional data regarding travel to and from the stadium on matchday.

Peter Joyce, managing director, SeatGeek Sport EMEA, added: “Aberdeen have been, and continue to be, a fantastic partner for us and we are delighted to have agreed this new-long term partnership extension.

“Credit to Aberdeen’s board and senior management team who have placed the well-being and customer experience of their fans at the heart of their plans and we are delighted to have contributed to a range of successes via our technology platform. We will continue to drive innovation and flexibility in our approach and look forward to an exciting period in the club’s history with the proposed stadium move gathering pace.”

Aberdeen is currently the only Scottish Premiership team to partner with SeatGeek, whose partners also include English Premier League football clubs, EFL Championship football clubs and the Lloyd Webber Theatre group in London’s West End.

Image: Aberdeen FC