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TALENT Gets Extra Time With Leeds United

Wed 18th Dec 2013 | IT & Technology

Championship football club Leeds United (LUFC) has re-affirmed its commitment to long term partner Advanced Ticketing (Advanced) signing a multi-year extension to its contract for TALENT Sport, Advanced’s ticketing commerce platform, which the club has been using for over ten years.

TALENT Sport delivers a fast, reliable and personalised experience for fans when purchasing tickets for matches and non-matchday events and hospitality from the club. The club has plans to utilise the TALENT software in new areas from the New Year. 

LUFC has recently used TALENT Sport to introduce new ticketing campaigns to reward its most ardent supporters with exclusive offers and events. The solution has also enabled the club to manage the allocation of tickets effectively for its most popular matches.

Encouraging fans to transact online has been one of the club’s strategic goals. It offers an enhanced purchasing experience by allowing fans to purchase when they want, at any time, from any device. It has also allowed the club to capture unique data about its fans at the point of the ticketing transaction thus helping the club to build a more in-depth profile of its fans and enabling it to tailor both supporter communications and rewards in line with fans’ personal preferences.

Katie Holmes, Head of Ticketing at LUFC, comments: “The Advanced Ticketing team has become one of the club’s most strategic partners. Since using TALENT Sport, we have become renowned for the excellent ticketing experience we offer to fans.

“Our single biggest achievement has been providing supporters with a superb online experience. In the last year alone, this has resulted in a 31% increase on the online transaction volume, year-on-year, of   match-day ticket sales.

“This has significantly reduced administration for the ticketing team, allowing us to concentrate on proactive ideas to drive fan loyalty and reach out to new audiences to grow our supporter base.” 

Mark Dewell, Managing Director at Advanced Ticketing, comments: “This new contract demonstrates Leeds United’s commitment to the TALENT product and is a testament to the success of the work we have achieved together.

“We have ensured that TALENT has delivered commercial value to the club whilst enhancing the ticket purchasing experience for fans. Leeds United is a great club to work with. It has ambitious plans for the next few years and we look forward to being involved in these developments.”

Posted by: Aaron Gourley


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