The TicketCo Story - A Founder’s Journey

"I was 16 when I first charged for event tickets. Looking back, that was probably where my journey into ticketing really started."

It All Started With a Ticket

Carl-Erik Michalsen Moberg, co-founder and CEO of TicketCo, has been an entrepreneur for as long as he can remember. From home-alone parties with paid entry at 16, to student cruises and restaurant openings, he has always been fascinated by events, ticketing, and bringing people together. A classic founder story often starts with painfully experience a lack of product for a problem that they need to solve themselves. This was the case for Carl-Erik - He simply could not find a good ticketing platform for his own events and he thought - I can build this better myself.

"We tried to use existing ticketing systems, but they were slow, complex, and outdated. It simply took too long to get on sale! I remember one system that required us to send faxes to process orders—in 2012! That’s when I decided: we need to build a platform that makes ticketing effortless because we deserve it, and so does all the other event creators out there."

From a Simple Idea to a Global Vision

When Carl-Erik and his co-founder Kåre Bottolfsen launched TicketCo in Bergen, Norway, their vision was simple: to create a ticketing system that was easier, more intuitive, and digital-first—something far ahead of the clunky, outdated solutions that dominated the industry.

"We saw that existing systems were complicated and inefficient. We wanted to build something that worked better—for both organisers and ticket buyers. A system that was seamless, hassle-free, and built for the future."

From the very beginning, TicketCo was built on modern digital infrastructure, while competitors were still tied to legacy systems. This became a key advantage.

"We were digital from day one, while competitors were built on old frameworks. That gave us an edge—we could innovate faster, adapt to club needs, and scale efficiently."

But TicketCo’s journey into football was not straightforward. In the early days, the team didn’t see sports ticketing as their focus. In fact, they almost walked away from their first football opportunity.

"I’ll never forget when the first football club approached us and wanted to use TicketCo. We said no. We thought seating maps, season tickets, and fan engagement were too complicated for us. But the club didn’t take no for an answer. They saw the potential, and they pushed us to rethink. My co-founder and I looked at each other and said, ‘Well—then we have to make this work for them.’"

That decision was a turning point. Working closely with that club—and many others that followed—TicketCo developed a football-first ticketing system from the ground up. Every feature, every workflow was shaped by real club needs, making it a sports-focused solution built from the inside out.

Years of customer-driven development made TicketCo impossible to copy—because it’s more than just software. It’s a collaboration between clubs and technology, designed to fit how clubs actually work.

As TicketCo expanded, so did its ambition. What started as a mission to make ticketing easier evolved into something much bigger. Today, Carl-Erik’s vision is clear:

"We are building the best ticketing platform for sports in the world and to make that happen we are focusing on offering a world class fan journey."

Innovation Through Football Partnerships

TicketCo has evolved through customer-driven innovation partnerships with clubs. The platform continuously adapts to matchday entry needs, fan engagement strategies, and data ownership models that empower clubs to take control of their ticketing operations.

"I’m incredibly thankful to the great football clubs and the people within them who have helped shape TicketCo. Their insights and feedback have been invaluable in making the platform what it is today."

A key part of Carl-Erik’s learning comes from hosting the ‘Don’t Forget Your Tickets’ podcast, where he speaks with industry experts about ticketing and fan engagement.

"Through the podcast, I’ve had the chance to talk to some of the smartest minds in the industry. Their stories and insights constantly feed back into TicketCo, helping us stay ahead of the game."

Success with League Partnerships

TicketCo’s league-wide ticketing partnerships have been a key driver of its success. This journey began in 2017 with Norsk Toppfotball (The Professional Norwegian Football League), where TicketCo became the league’s official ticketing partner. The partnership was extended for another four years in the fall of 2024.

In 2024, TicketCo also secured exclusive league pioneering partnerships with both the National League and Northern Ireland Football League (NIFL)—further solidifying its position as a trusted partner for football leagues.

"Working at the league level has been a fantastic experience. It allows us to create scalable solutions that benefit every club, ensuring consistency, efficiency, and long-term growth."

Helping Clubs Succeed Beyond Technology

TicketCo is more than just a tech provider—it is part of the ticketing community. Through Don’t Forget Your Tickets, an industry-leading knowledge-sharing platform, TicketCo brings clubs together through:

Podcast episodes with industry experts sharing insights on ticketing, fan engagement, and football operations.
Round tables and Turnstile Talks to connect clubs, share best practices, and spark new ideas.
An annual conference, launched at Emirates Stadium in 2025, designed to drive conversations that shape the future of ticketing.
The All About Ticketing community, open to all, providing a hub for industry news, discussions, and networking.

Proudly Made in Norway - Trusted Across Europe

While TicketCo now operates across multiple markets, it remains proudly Norwegian.

"Norway has a strong tradition of innovation, and we bring that mindset into everything we do. Simplicity, efficiency, and technology that just works—that’s our DNA."

With a carefully selected team of experts, TicketCo continues to push forward—helping clubs own their data, streamline operations, and create seamless fan experiences. But for Carl-Erik, the true passion lies in something bigger: building a company that delivers real value.

"What excites me isn’t just football—it’s solving problems. When you build something that truly makes a difference for your customers, success follows. That’s what drives me. And in ticketing, the biggest impact comes from eliminating friction and unlocking new opportunities for clubs and fans alike."

Our offices

Solheimsgaten 7c

5058 Bergen

Norway

4 Snow Hill

London EC1A 2DJ

United Kingdom

Medborgarplatsen 3

118 26 Stockholm

Sweden