Running ticketing for a multi purpose national stadium

Lecturer 6: Daniel Cook
Head of Ticketing, Welsh Rugby Union and Principality Stadium; Chief Operating Officer, Different Breed

Live lectures and on-demand content, straight from the industry.

Thursday 15 October 2026

13:00 CET

What you will learn

Few venues switch between such different events as Principality Stadium. This session takes you behind the scenes of how one of Europe's busiest multi purpose stadiums makes it work.

How to adapt your ticketing strategy across completely different events, from a regular sporting fixture to an international concert
How to structure, resource and scale a ticketing operation to match the size and complexity of any event
How to balance commercial goals, such as revenue and inventory, with a fair and frictionless experience for the customer
How to design a customer journey where ticketing, access control, communications, accessibility, CRM and support all work together for tens of thousands of customers
How to build a ticketing operation that can adapt when things do not go to plan, from late changes to demand spikes and cancellation

Speakers

About Daniel Cook
Daniel Cook has led ticketing at the Principality Stadium in Cardiff since March 2025, one of the largest and busiest multi purpose stadiums in Europe. He worked his way up through ticketing and customer service roles at the Welsh Rugby Union from 2019, after almost twelve years at SSE, starting as a customer service representative and rising to strategy and performance manager. Alongside his stadium role, he has been Chief Operating Officer at Different Breed since August 2025, a company building technology that makes live events more accessible. He joined that company's advisory board two years before taking on the top role.

Join our ticketing community

Stay on top of the ticketing industry. Get our newsletter, podcast episodes, and invites to events and insights, all in one place.