Lesson 1 of 10 | Running Ticketing at Stadium Scale

Principality Stadium switches between Grand Slam rugby and sold out concerts, sometimes within days of each other, and every single ticket that moves through those gates runs through one operation. Daniel Cook leads it.

Thursday 10 September 2026

13:00 CET

In this opening session of the Don't Forget Your Tickets Academy, Daniel takes you inside what running ticketing at this scale actually looks like on the ground: the planning that happens weeks before an event, the split second decisions on the day, and the systems that keep tens of thousands of fans moving smoothly through the gates.

What you'll learn

How a fully digital stadium handles the operational complexity of switching between sport and entertainment events
What day of event ticketing operations look like at a 74,000 seat venue
What actually separates ticketing professionals who stand out from those who do not
Practical lessons you can apply at your own venue, whatever its size

About Daniel Cook
Daniel Cook is Head of Ticketing at the Welsh Rugby Union and Principality Stadium, one of Europe's largest and busiest venues. He has built his career around operational complexity at scale, and knows exactly what separates candidates who stand out from those who do not. In this session, he brings that real world experience straight into the classroom.

Watch the session live on 10 September, or catch it on demand once it releases.

See all lessons

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