Football Association of Wales partners with Tixserve

Featured image credit: Jon Candy/ CC BY-SA 2.0/ Edited for size

The Football Association of Wales (FAW) has partnered with digital ticket delivery solution, Tixserve, to provide digital ticketing at all FAW international games held at Cardiff City Stadium (pictured).

The new Tixserve-powered Cymru Tickets app is currently being rolled out to FAW membership renewals to replace physical membership cards. Matchday ticketing, hospitality, membership and VIP tickets will all be digitally-powered for fans to seamlessly gain entry into the stadium. 

FAW’s move to the Tixserve solution offers further protection against ticket fraud, and management can now communicate event-related information, present exclusive content and highlight offers for fans. 

The partnership is the result of FAW’s commercial and engagement director, Ian Davis, experiencing the Tixserve-powered Principality Stadium Ticketing app as an end user in 2021. 

Fans will still be able to purchase tickets through FAW’s e-ticketing website, powered by Ticketmaster, as normal. 

Tickets will then be instantly delivered to fans’ Cymru Tickets app – powered by Tixserve. Going forward, sponsors, competing international teams and other stakeholders will also distribute their ticket allocations digitally through their own self-service Tixserve-powered digital ticket Distribution Portal. 

Through the Tixserve platform, the digital tickets will be designed, distributed and updated by FAW with real-time marketing, engagement and communication features.

Davis said: “The Football Association of Wales is very pleased to enter this partnership with Tixserve to enhance the user experience of ticket holders attending Cymru international matches. The Cymru Tickets app will allow us to seamlessly deliver tickets directly to our fans, allowing them to keep their purchases all in one place.

“The service Tixserve provides is impressive and the FAW is very excited to increase its efficiency in this area to better service our fans in this digital age.”

Tixserve managing director Patrick Kirby added: “Tixserve is delighted to announce a

multi-year partnership with the Football Association of Wales. Given their decision to partner with Tixserve based on experiencing our white-label solution at Principality Stadium, it is a testament to the user-friendliness and efficiency that the app brings for ticket holders.

“We look forward to unlocking new opportunities for FAW throughout their digital ticketing

journey; from collecting new clean, verified data, utilising that data and securing a direct channel with their ticket holders.

“This is Tixserve’s first partnership within the football sector and we look forward to announcing forthcoming partnerships across various sectors over the course of 2023.”