How Smart Ticketing Delivered Scalability and Non-Matchday Success
Bedford Blues sought a simpler way to handle ticketing. With TicketCo, they found a powerful revenue and operations engine that scales with their ambition. The club now sells out major fixtures, runs a full calendar of non-matchday events, and builds stronger supporter relationships, all with less administrative effort.
The Challenge: Moving Beyond Manual Ticketing
Before partnering with TicketCo, Bedford Blues relied on traditional ticketing methods. Gate purchases and postal orders dominated sales, creating long queues on matchdays and a heavy administrative workload for staff. The club needed a modern solution that could handle high-demand matches, streamline operations, and provide the flexibility to grow its commercial activities beyond rugby.
The Solution: A Unified Digital Ticketing Platform
In 2019, Bedford Blues became the first RFU Championship club to partner with TicketCo, setting a new standard for digital ticketing in the league. The platform provided a single, intuitive system for all event sales.
The club could now manage everything from matchday ticket releases and pricing adjustments to hospitality packages and community events through one central hub. With mobile-first purchasing and QR code entry, fans gained a frictionless experience, while the club gained real-time sales data and operational control.
Results: Record Revenue, Reduced Admin, and Year-Round Growth
TicketCo's introduction to Bedford Blues brought about an immediate transformation, influencing not just how the club operates, but also setting a new benchmark across Champ Rugby. The partnership’s measurable impact is echoed by its widespread adoption in the league: TicketCo now powers ticketing for 8 out of 14 Champ Rugby clubs. This strong market share reflects the platform’s reliability, scalability, and trust among rugby organisations.
Discover how they improved fan experience here
Maximising Matchday Revenue
The system’s capabilities shone during a high-profile pre-season derby against Northampton Saints. As demand intensified in the final hours before kick-off, the club sold over 1,000 tickets, confidently prices thanks to real-time data visibility. The match nearly sold out, drawing a crowd of almost 5,000, and demonstrated several vital improvements:
-
95% of tickets sold digitally, a dramatic shift from previous years when most were bought at the gate or sent by post.
-
Instant, live sales tracking allows staff to manage attendance data in real time, helping to effectively manage the spectator experience.
-
Seamless entry with no queues, as fans could purchase tickets on their phones up to the last minute, streamlining the entire matchday flow.
Expanding Beyond Rugby
TicketCo’s versatility extends far beyond the rugby pitch. Bedford Blues leverages the same intuitive system to drive an ambitious non-matchday event calendar, broadening the club’s reach within the community and boosting revenue:
-
Large-scale entertainment: The annual fireworks display attracts over 5,000 attendees, all managed via TicketCo’s digital platform.
-
Premium hospitality events: Experiences like the British & Irish Lions Brunches and Sporting Stories live talks offer exclusive value to supporters.
-
Community engagement: Initiatives including open training sessions, women’s fixtures, and family days reinforce local connections.
-
Social nights: Regular comedy shows and pub quizzes diversify the club’s offerings and draw in new audiences.
The result is a growing pipeline of event-generated income and valuable supporter data. By tracking attendance and purchasing behavior across events, Bedford Blues can tailor communications, turn attendees into loyal fans, and strengthen sponsor partnerships.
Operational Efficiency
Transitioning to TicketCo has dramatically improved operational efficiency across the board:
-
Significantly reduced admin: By moving 95% of ticket sales online, the club has minimized time spent on manual processing and physical distribution.
-
Rapid response: Staff now manage ticket holds, communications in a matter of minutes instead of hours, accommodating last-minute demand shifts with ease.
-
Lean matchday teams: Streamlined digital entry and real-time validation mean the club no longer needs extra staffing at the gates, keeping operations efficient and costs controlled.
Through these wide-ranging improvements and a market leadership position within Champ Rugby, TicketCo has proven its value as both a growth driver and a trusted digital partner for ambitious clubs.
With a proven model for success, Bedford Blues are now exploring TicketCo’s subscription feature for season tickets. This will allow fans to spread payments over time, aligning with modern consumer habits and further embedding the club in its community. By combining scalable matchday operations with a thriving non-matchday business, Bedford Blues are perfectly positioned for future growth.
Stay in the Loop with Us
Join TicketCo’s Ticketing Community for industry alerts, case studies, and practical tips that help your club save time, grow revenue, and deliver the best fan journey.
.png)
