Today, Leeds United announced a multi-year partnership with SeatGeek and its market leading enterprise ticketing platform. A range of key improvements to the supporter experience will be delivered at Elland Road during the new Season Ticket campaign and ahead of the 2022/23 season for match ticket sales.

Key to Leeds' decision to appoint SeatGeek was the power and flexibility of the SeatGeek  platform and the proven track record SeatGeek has established in implementing immediate benefits in the ticket purchasing experience across a range of Premier League clubs for fans and staff alike. The new ticketing platform will provide supporters a more streamlined mobile-focused buying experience and focus on delivering improvements to the queuing system for large sales, the security of ticket purchases, as well as eradicating third-party resale which is an area the club has worked tirelessly towards. In the future Leeds will also have the capability to introduce a ballot process for fairer allocation of tickets which the club will be reviewing closely.

Katie Holmes, Head of Ticketing at Leeds United, said: “We have been reviewing our ticketing platform and processes over a significant period and have engaged closely with our supporter groups in identifying a range of key initiatives that we believe will introduce significant efficiencies and improve the overall supporter experience. With such high volumes of our ticket sales processed online via the website, it was a key area of our review and we are delighted with the improved look and feel and functionality that will be rolled out over the coming months. Our queue management platform for major sales has been updated and will provide supporters with more clarity around queue numbers, expected wait times and enables live updates to enhance communication to supporters.

"As well as improving the purchasing of tickets using your mobile phone, the new ticketing system will support, from the start of the 2022/23 season, the delivery of mobile tickets to supporters which can be loaded to your Apple or Google wallet on your mobile handset and be used for access at the turnstiles upon your arrival.  This is another key initiative to drive our digital transformation, improve speed of entry on matchdays, streamline efficient processing and reduce postage costs, ticket collection queues on a matchday and the overall paper-based processes in use across the club. Enhancements to our ticket exchange platform which will enable supporters to exchange tickets closer to kick-off and will also greatly assist in our bid to overcome issues with regards ticket reselling and touting, which we know is an emotive and passionate topic amongst our fans. The club continues to work extremely hard against third-party resale of tickets and we will be in a much better position to drive on with our efforts within our partnership with SeatGeek.” 

Peter Joyce, Managing Director (EMEA) at SeatGeek, added: "Leeds United is a club with a rich history and a fantastic fanbase and we are delighted to be working closely with the club to drive a range of exciting initiatives that will benefit supporters and club staff. Technology is evolving rapidly, and it is important that the ticketing operation at a leading sports club can embrace innovative technology for the benefit of its supporter base. The entire management team at Leeds have a clear drive to deliver meaningful improvements and we look forward to a long and mutually beneficial partnership.”

SeatGeek have enjoyed tremendous growth across the sports ticketing industry in recent years, with an excellent client portfolio including 11 (55%) of the 20 Premier League clubs including Manchester City, Liverpool, Newcastle United, Leicester City and Aston Villa as well as a range of EFL Championship clubs. SeatGeek ticket three NFL teams in Dallas Cowboys, New Orleans Saints and the Arizona Cardinals, has a league-wide agreement with the Major League Soccer (MLS) in the United States, and tickets the Lloyd Webber Theatre Group in London’s West End.