Balancing Tradition and Innovation in Today's Football - A Live Special from Emirates Stadium in London

How Can Clubs and Tech Providers Shape the Future of Ticketing- Together?

The best innovations in football rarely happen in isolation—they thrive when clubs and technology providers work hand in hand. But what does that kind of partnership actually look like in practice?

At Don’t Forget Your Tickets at Emirates Stadium, Mads Liabø, Marketing Manager at SK Brann, and Carl-Erik Michalsen Moberg, CEO of TicketCo, sat down with Clare Kenny to discuss how Brann and TicketCo are working side by side to push the boundaries of ticketing and fan engagement.

In this episode, they explore:

• How SK Brann became TicketCo’s innovation lab, helping develop next-generation ticketing solutions.
• Why real-time feedback from clubs is crucial for building fan-first technology.
• How data, automation, and AI will reshape the future ticketing experience.
• The value of understanding fans—whether it’s driving season ticket demand or reducing matchday queues.

This is the story of a football club and a ticketing provider working shoulder to shoulder—and a look into how close collaboration can drive lasting change.

Sit back and enjoy the conversation.

This Live Special episode of Don't Forget Your Tickets was recorded at the Don't Forget Your Tickets conference at Emirates Stadium, January 23rd 2025, as the ninth out of 12 on-stage interviews that day. Mads Liabø and Carl-Erik Moberg was interviewed by Clare Kenny.