“We found ourselves with four separate systems and databases: one for Euros ticketing, another for Champions League ticketing, and then two different hospitality systems to cover Euros and Champions League. It was clear that a more efficient way of working was required,” said Philippe Margraff, Head of Revenue Operations at UEFA.
The situation was costly in terms of resource, time and outsourcing to third parties so UEFA run a tender process out of which SecuTix was appointed.
The SecuTix system was first used for the 2015 Champions League and Europa League Finals and, following that success, for the UEFA EURO 2016. The implementation of the SecuTix system brought greater flexibility and control. This was a key success factor in filling the stadia with fans from all over the world at all 51 matches. The system successfully handled hospitality orders and all the complexities that come with that (VAT breakdowns, invoicing requirements etc).
And because it’s one system, UEFA could easily move around inventory between hospitality and ticketing. Returns of hospitality tickets has always proved problematic, but now it was an easy process to take back inventory and trigger further general sale ticket availability. Opportunities for upselling to fans based on their ticketing data increased and the full control over the inventory allowed selling until the very last minute.