Scottish Rugby pioneers digital season passes in partnership with Tixserve

Scottish Rugby unveils its latest leap towards digital transformation with the launch of digital season passes powered by Tixserve.

Scottish Rugby, in partnership with Tixserve, proudly unveils its latest leap towards digital transformation with the introduction of digital season passes.

This cutting-edge system powered by Tixserve is set to revolutionise the season ticketing operations at Scottish Gas Murrayfield Stadium, bringing enhanced functionality, greater data insights, and in-ticket fan engagement to the rugby union.

The partnership between Scottish Rugby and Tixserve has further developed with the launch of the new digital season ticket fulfilment solution this season. The introduction of digital season passes will replace traditional plastic card season passes to streamline operations, promote sustainability, as well as enhance the overall fan experience for their 20,000+ season ticket holders.

Scottish Rugby have moved on from the logistical challenges related to plastic card-based season tickets and associated printed information, and have now moved to 100% digital ticketing. The solution will enable the event organisers to effortlessly distribute their season tickets via the secure and interactive Tixserve-powered Scottish Rugby Ticketing app - reducing administrative overhead and creating a more efficient ticketing process - and will be in line with the organisation's sustainability objectives.

Uniquely, the solution will enable Scottish Rugby to boost fan engagement and explore commercial opportunities such as upsell and cross-sell capabilities.

The digital season passes will significantly enrich the sponsorship proposition for Scottish Rugby. It will provide a dynamic and interactive space for sponsors to connect with Scottish Rugby's passionate fan base by integrating sponsor branding, offers, competitions and promotions directly into the digital season passes. Sponsors will be able to enjoy higher visibility and engagement rates.

The digital season passes will also provide Scottish Rugby with insightful visibility on season pass usage and allow fans to easily transfer to friends or family - minimising the instances of drop-offs, securing that electrifying stadium atmosphere for every event.

The digital season tickets will offer convenience for fans as they can access their passes directly on their smartphones. Season ticket holders will no longer need to worry about carrying physical tickets, reducing the risk of lost or forgotten tickets, and providing a more seamless and hassle-free entry process. This will also reduce queues at the box office on matchdays, resulting in improved efficiency for the ticketing staff.

Kerry Halliday, Head of Group Ticketing and Customer Engagement at Scottish Rugby, commented: “Introducing digital Season Passes was the natural next phase in our digital transformation given the success of last year’s move to digital match tickets.

"The 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."

Halliday added:

"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, commented: "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 ticket distribution, better matchday experiences, and incremental revenues."