AusLeisure

Ireland-based digital ticketing company Tixserve has announced an expansion into the Australian sporting market partnering with Rugby Australia for the upcoming 2025 British and Irish Lions Tour.

Tixserve has developed the RugbyAU Tickets app, a standalone white-label event app for Rugby Australia, which will initially handle digital ticket delivery for all travelling and hospitality guests during the Lions Tour, including the three Test matches between the Wallabies and the British and Irish Lions.

Part of a multi-year agreement, Rugby Australia plans to use the app for international and franchise matches following the Lions tour.

The Rugby AUTickets app delivers digital tickets that are secure from fraud while providing enhanced fan engagement features including real-time event notifications, direct access to corporate and travel packages, and content-rich match-day experiences for both travelling supporters and hospitality guests.

Introducing the product, Rugby Australia's Director of Commercial and Marketing, James Durbin stated "with sell outs expected across the country, a customer-focused solution such as Tixserve is vital to enhance our fans' experience. The system will allow streamlined entry to matches and other events, allowing fans to focus on enjoying the once-in-a-generation experience of the Lions Tour.

"We are delighted to be the first Australian rights holder to join with Tixserve and bring this fan-centric technology to our shores."

Tixserve Managing Director, Patrick Kirby noted "this multi-year agreement with Rugby Australia marks a significant milestone in Tixserve's international expansion.

"Having successfully powered ticketing distribution for England's RFU, the Welsh Rugby Union, and the Scottish Rugby Union, we're thrilled to bring our proven technology to Australian rugby union fans for what promises to be the sporting event of the decade.

“Our digital ticket fulfilment platform is already used for a variety of sports and entertainment events, including cricket, tennis, football, and concerts in Ireland, the UK, and Hong Kong, and we look forward to getting the opportunity to respond to the business requirements of the wider Australian and New Zealand ticketing markets. 

“In addition to top-level security, easy distribution and the guarantee that you are holding a genuine ticket, the dynamic nature of the platform allows fans elevated and content-rich customer service. At the same time, it gives event owners real-time validated data on their attendees. This environment enhances fan engagement, facilitates in-app marketing, and creates ancillary revenue opportunities for event owners and their business partners and sponsors, all while yielding significant cost savings compared to traditional ticket fulfilment.

"The system has undergone extensive testing during Super Rugby Pacific matches and Wallaroos Tests to ensure seamless operation during the high-profile Lions Tour."

The announcement comes with 500,000 tickets expected to be sold for the tour, with Rugby Australia advising that all three Tests between the Wallabies and the Lions on the verge of selling out.

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