Backing the Women’s Game: TicketCo Named Presenting Partner of Kilmarnock Women

Kilmarnock FC has confirmed a new two-year agreement that sees TicketCo join as Presenting Partner of Kilmarnock Women, strengthening a long-standing collaboration between the club and TicketCo, at a time when the women’s side sits top of SWPL2. The partnership places supporter experience and a smoother matchday at the centre of the plan.

Why this partnership matters

This is the first time TicketCo has joined as an official sponsor of Kilmarnock Women, with the agreement spanning the next two seasons. Branding will be visible across team assets and club channels, signalling long-term backing for the women’s game and a practical focus on the matchday experience.

For clubs across the leagues, the takeaway is clear: investment in the women’s side delivers the best results when it also enhances the supporter journey.

Kilmarnock and TicketCo already share a seven-year relationship that has supported the club’s wider digital transformation. This new agreement builds on that foundation rather than starting from scratch, reducing operational risk and keeping staff workflows consistent and familiar.

Supporter experience and matchday flow

The club’s announcement highlights enhanced supporter experience as a core objective of the partnership, supported by clear, consistent brand presence and simple ways for fans to engage.

One practical example for this season is hospitality bookings now delivered through TicketCo, giving fans a seamless way to upgrade their day at Rugby Park without needing multiple systems or manual workarounds.

For ticketing teams, the benefit of using one connected platform is fewer system switches, and fewer dead ends for supporters. Whether it’s buying a standard ticket or adding hospitality, keeping the flow inside a single, purpose-built checkout reduces friction, cuts down on queries to the ticket office, and shortens queues on matchday.

→ Explore TicketCo’s sports ticketing solution and run a smoother matchday.

Operational benefits for the club

Kilmarnock highlights two key operational advantages that resonate with clubs across the football pyramid:

• A proven base to build on. The men’s side has worked with TicketCo for years, and the women’s fixtures began selling through TicketCo last season — a “major milestone” in the team’s development, according to the club’s commercial lead. Extending that approach means less training time and fewer parallel processes for staff.

• Clear commercial intent. As Presenting Partner, TicketCo’s role spans visibility and enablement — helping the club grow attendances while maintaining a supporter-first buying journey. This alignment connects day-to-day ticketing operations with the club’s wider commercial goals, leading to happier supporters, cleaner data, and more predictable revenue.

The club also underlines its ambition to grow attendances for the women’s team. In practice, that means making it easier to buy (fewer steps), reducing uncertainty (clear event and seating information), and ensuring the operations team can adapt quickly (pricing, gates, allocations) without relying on third parties. Those levers are easier to pull when the ticketing stack is simple and integrated.

The partnership has been warmly welcomed by Robert Dykes, Commercial Manager at Kilmarnock FC, who described TicketCo as “our newest commercial partner” and highlighted last season’s move to sell women’s fixtures as a key step in the team’s development. His ambition is clear: to grow attendances and keep improving the fan experience at Rugby Park.

David Kenny, VP UK & Ireland at TicketCo, shared that sense of purpose, expressing pride in supporting the women’s team and reaffirming TicketCo’s commitment to delivering “the best possible fan journey for women’s football at Rugby Park.”

For clubs evaluating their own ticketing setup, the partnership stands as an example of how operational efficiency and fan experience can go hand in hand.

Looking ahead

Partnership news is only as strong as its execution. The markers to watch at Rugby Park over the coming months are straightforward:

• Buying should feel easy. One platform for tickets and hospitality, with clear next steps and minimal account friction. 

• Entry should move faster. Fewer bottlenecks when supporters arrive, underpinned by simple, consistent instructions pre-match. (The club’s focus on supporter experience suggests attention to these details.) 

• Attendance should trend up. If flows improve, communications are clear, and fixtures remain competitive at the top of SWPL2, the stands should tell the story. 

For peers in the league, the lesson is transferable: when the women’s side gets the same digital care as the men’s, from product, to process, to presentation, supporters respond.

→ Cut queues and speed up entry | Explore Matchday Optimisation

Key points for clubs

• Two-year Presenting Partnership for Kilmarnock Women, strengthening a seven-year collaboration.

• Focused on smoother matchdays, better fan experience, and operational efficiency.

• Hospitality and ticketing aligned under one digital journey.

• A commercial model built for growth, not complexity.

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