Arsenal ballot system leads to increased ticket uptake and tout bans

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Arsenal Football Club’s introduction of a ballot system for the 2023-24 season led to a record-breaking campaign that saw around 420,000 tickets accessed by members via the new platform, or the ticket exchange and ticket transfer.

The aim of implementing the ballot system was to help the English Premier League club achieve its goal of providing tickets for fans “with a focus on paying Silver and Red members”.

The ballot also helped the club to act against illegal ticket touting and bot activity.

During last season, it led to the banning of 20,000 members and 54 season ticket holders for attempting to obtain tickets in unauthorised ways.

Arsenal further claimed that the system ensured tickets went to supporters at their correct value instead of inflated prices.

“Demand for tickets continues to grow, but we’re pleased to see that the data from the 2023/24 season supports our decision to introduce the ballot as the fairest and most equitable way to allocate tickets for our members,” said Arsenal managing director Rich Garlick.

“It’s encouraging to see that 20% more Red Members were able to access tickets as a result of the ballot, and only two members who applied for all 25 ballots were unable to secure tickets via the ballot or Ticket Exchange.

“As we move forward, we’ll continue to work with the Arsenal Advisory Board and Ticketing Working Group to keep supporter experience at the forefront of our efforts to make tickets accessible. We’ll also continue to review our data as we aim to strike the right balance and identify areas where we can make further improvements.”

In total, there were around 174,000 members who applied for at least one ballot. As the demand for tickets is so high, Arsenal cancelled 24 season tickets last season due to lack of use.

Club rules stated that supporters had to use their season ticket, or make it available on ticket exchange or ticket transfer, for at least 17 matches. This number is set to increase to 20 for the 2024-25 season.

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