Then, suddenly, out of the blue, Sogndal IF reached out to us.
They’re a Norwegian Championship club playing their home matches at Fosshaugane Campus, a 5,600 seats stadium at the bottom of the Sognefjord — one of the world’s longest and deepest fjords, surrounded by towering mountains. Back then they were in the Premiership, and they were in the market for a new ticketing solution.
Their Managing Director took a more open-minded approach than what was typical in Norwegian football at the time. Instead of relying on the usual suppliers, he brought in a group of independent IT consultants to scan the market and advise him. They came back with a clear recommendation:
TicketCo was by far the best solution available, with future-proof technology and Sogndal should go with us.
This was a bold move from Sogndal. And it was also a moment that changed everything for TicketCo. At that moment of time, we had a great product, but no direction. Suddenly, we had both: a great product and a clear direction.
With Sogndal as our first professional football partner, we made a decision: to become the world’s best ticketing solution for football.
Since then, we’ve never looked back. Sogndal’s determination led to TicketCo’s first foray into professional sport. In close collaboration with the club, TicketCo developed key football-specific features—seat maps, season ticketing, access control integrations, and supporter communication tools. What emerged was a scalable solution with real-time capabilities, designed to meet the operational demands of a stadium but still intuitive enough for non-technical users.
The breakthrough at Sogndal opened new doors. Soon after, Norsk Toppfotball—the governing body of Norway’s top two professional leagues (Eliteserien and OBOS-ligaen), representing 32 clubs across the country, announced a public tender for a unified ticketing solution.
TicketCo entered the race alongside ten competitors, some of them being the world’s leading ticketing providers. Despite being a young company, TicketCo’s agile, club-first approach resonated with the league’s strong commitment to innovation and digital transformation.
Against all odds, TicketCo won.
That partnership became a defining moment. Not only did it validate TicketCo as a serious player in the professional sports space, it shaped its product roadmap, values, and vision. With direct input from clubs across all tiers of Norwegian football, TicketCo evolved into a platform that didn’t just serve football, it was shaped by football.
From that point forward, sport wasn’t just a vertical. It became TicketCo’s core identity.
