Scottish Rugby, together with Tixserve, has introduced digital season passes as part of its digital transformation.
The system, powered by Tixserve, will bring enhanced functionality, greater data insights and in-ticket fan engagement for those visiting Scottish Gas Murrayfield Stadium.
Earlier this month, it was revealed that Scottish Gas had replaced BT as Murrayfield’s naming-rights sponsor.
Digital season passes will replace traditional plastic card season passes to help streamline operations, promote sustainability and enhance experience for the rugby union’s 20,000+ season ticket-holders.
Season tickets will now be distributed via the Tixserve-powered Scottish Rugby Ticketing app.
This will not only boost Scottish Rugby’s sustainability efforts, but will also enable commercial opportunities through upselling and cross-selling. The move will also enhance sponsorship propositions, with a dynamic and interactive space for sponsors to connect with fans through sponsor branding, offers, competitions and promotions with high visibility.
Scottish Rugby will also have greater insights on season pass usage, and fans will benefit from the ability to easily transfer tickets to friends or family.
“Introducing digital Season Passes was a natural next phase in our digital transformation given the success of last year’s move to digital match tickets,” said Kerry Halliday, head of group ticketing and customer engagement at Scottish Rugby. “he benefits of enhanced security, convenient access, and increased fan engagement alongside the operational benefits in the lead up to the games and on matchday itself have transformed the way we operate.
“We are now 100% digital when it comes to ticket distribution and look forward to moving both Edinburgh Rugby and Glasgow Warriors mobile for Season 2023-24. With almost a third of our stadium taken up by Season Pass holders, this move has been received extremely well by our fans and we look forward to working with Tixserve to ensure we continue to use the technology to its full potential.”
Patrick Kirby, managing director of Tixserve, added: “The launch of digital season tickets at Scottish Rugby is another significant milestone for Tixserve as the company continues to scale up its operations in the United Kingdom and beyond. We are already talking to other existing and new clients about how Tixserve can help them emulate the digital transformation achievements of Kerry Halliday and her colleagues at Scottish Rugby.
“Tixserve enables sports businesses like Scottish Rugby to get closer to their ticket-buying customers and to leverage the powerful data generated by our technology to drive better relationships, more efficient distribution, better match-day experiences and incremental revenues.”