Powering a new era of professional rugby with streamlined ticketing and deeper fan engagement.
Background
Cornish Pirates, a cornerstone of English Championship rugby, have entered a new phase of growth under refreshed ownership and leadership. Central to this new direction is a commitment to modernising operations, maximising commercial potential, and improving the matchday experience for their dedicated supporters.
To help drive this transition, the club partnered with TicketCo in 2021. The platform was chosen to provide the tools needed to operate more efficiently, engage with fans more effectively, and unlock new revenue streams. Since the partnership began, the club has sold over 38,000 tickets through the system, generating revenue in excess of £500,000. In May 2025, the platform was used to launch Season Pass sales for the first time, which included a cost-friendly instalment option and an upsell path to Patron (Hospitality) Membership.
Photo: Cornish Pirates
The Challenges
As Cornish Pirates looked to the future, they faced a few distinct operational challenges:
- Managing a Digital Transition: A significant portion of the club's loyal, long-standing supporter base was accustomed to physical tickets. The club needed to introduce digital systems without alienating these key supporters or disrupting their established matchday routines.
- Geographical Constraints: With a supporter base spread across a large, rural area, travel times have always been a consideration. The club needed better insight into where fans were travelling from to make informed decisions about fixture scheduling and communication.
- Operational Continuity: The club experienced staff turnover within its ticketing department. This created a need for a technology partner that could ensure a smooth handover and minimise disruption as new team members learned the systems.
The Solution
TicketCo provided a solution that addressed each of these challenges with a practical, supportive approach.
- Flexible Ticketing: To accommodate all supporters, TicketCo’s platform enables data to be extracted and printed as QR codes onto physical Season Pass cards at the club. This flexibility ensured that fans who prefer a physical ticket were still catered for during the digital shift.
- Data-Informed Strategy: The data ownership provided by the platform allows the club to analyse fan location and travel patterns. Working with TicketCo’s Customer Success team, the club used these insights to get early clarity on fixture times and ticket sales in May 2025, helping supporters plan for their journeys well in advance. "The data helps us make smarter, more considerate decisions," says CEO Sally Pettipher. "Understanding where our supporters are coming from is fundamental to our planning."
- Dedicated Onboarding and Support: When new staff joined the ticketing team, TicketCo’s Customer Success team provided additional, targeted onboarding to ensure a seamless transition. "I was a complete novice and started from scratch," Pettipher notes. "I’m so grateful that the TicketCo team were there on call at critical times, and still are. That continuous support is invaluable."
Photo: Cornish Pirates
Features in Action
To support the club’s wider ambitions, the partnership delivered tangible benefits across key operational areas.
- Modern Digital Ticketing: A seamless mobile and online ticketing process simplified the matchday journey. Supporters can buy, store, and scan tickets digitally, while gate staff have instant lookup tools to resolve any issues quickly.
- Operational Efficiency: The platform helped streamline back-office processes. From automated reporting and reconciliation to live sales dashboards, staff can now focus more time on strategic growth and the fan experience, rather than administrative tasks.
- Smarter Fan Engagement: By collecting clean, structured fan data, TicketCo empowers the Pirates to better understand their audience. This enables more tailored communications and relevant offers, building stronger, long-term relationships that extend beyond the 80 minutes of a match.
Results
The implementation has delivered a measurable impact on both the supporter experience and the club's commercial operations.
- A smoother fan experience with faster stadium entry and fewer ticketing issues.
- Improved supporter insights that enable more personalised and effective marketing.
- New commercial pathways created through flexible ticketing and hospitality products.
- A scalable platform that supports the club's vision for sustainable growth.
Looking Ahead
As the Cornish Pirates continue to build on this new foundation, TicketCo remains a key partner in their journey. The collaboration is focused on helping the club deepen its connection with the community, grow revenues, and deliver on its promise as a modern, professionally run rugby team.
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