Rotherham United opts for Ticketmaster partnership

English football club Rotherham United has selected Ticketmaster as its exclusive ticketing partner.

The side will compete in League One next season after suffering relegation from the Championship.

While gearing up to appear in a new league from the 2024-25 campaign, the club has also been in the midst of implementing new ticketing technology. 

Digital ticketing has been the focus of the club’s plans, and Cameron Harris, head of supporter services at Rotherham, explained: “The option to digitalise our season ticket product will not only be more convenient for supporters in the modern age, but also reduce queuing times at turnstiles on match days.” 

Additionally, utilising digital season tickets will allow for a smoother checkout process and an overall enhanced ticket-buying journey. 

“A slicker checkout experience will allow supporters to purchase a ticket, not only more quickly, but also more conveniently,” said Harris. 

“The ability to add a more sophisticated stadium map will mean that fans can be crystal clear on where they are purchasing tickets for within the stadium bowl.”

Rotherham plays its home games at the 12,000-capacity New York Stadium. 

Harris added that staff will gain valuable insights by tracking fan seating preferences during the checkout stage, while the club will also benefit from Ticketmaster’s marketing tools. 

“The ability to run sophisticated marketing campaigns will help us to continue to engage the wider community and reach supporters and families who may not have visited us before,” said Harris. 

The 2024-25 League One season will begin on August 10.