Shaun Reynolds
Sep 22, 2021

Chelmsford chieftains joins ice hockey’s digital ticketing revolution


National League ice hockey club Chelmsford Chieftains has partnered with TicketCo to provide supporters with easy-to-use cashless ticketing.

The NIHL South Division One outfit becomes the sixth British-based ice hockey club to partner with the disruptive tech company.

Simple ticketing

The partnership means Chieftains fans can now purchase matchday tickets in advance of face-off wherever and whenever they wish. Purchases are made online or via a digital device and help clubs take the first steps in adopting a cashless future.

Ticket buyers are sent QR codes to their smartphones which can be either downloaded to a digital device or printed at home being scanned at turnstiles.

Will Polston, General Manager of Chelmsford Chieftains, said: “We’re pleased to become the latest British-based ice hockey club to partner with TicketCo following a number of positive discussions with the team.

“Everyone at the club has been impressed by the back and front-end functionality of the simplistic payment platform. It improves fans’ gameday experience by cutting down on unnecessary queues and helps the club become more commercially profitable as well.

“The support we have received since partnering has been excellent, we’re very pleased with the ten-out-of-ten experience they have provided.”

Strategic ticket sales

Will believes the power of digital ticketing combined with strategically placed online advertising can help Chieftains further develop its already strong fanbase.

The club recently experienced a return of investment on ticket sales 29 times greater than the funds used to promote a targeted match. Additional revenue generated from ticket sales will be pumped back into the club to develop junior teams and promote homegrown talent.

Investing additional funds

Will added: “The more profitable the club is, the more money we can invest into developing young talent via hockey schools.

“We want Chelmsford Chieftains to not only climb the league ladder but also develop a strong academy too packed with homegrown talent. TicketCo will play an important role in facilitating this vision.

“The platform provides the club with a cost-effective way to attract new fans to the sport. Ice hockey is fast-paced, entertaining and an ideal family night out. The advantages of digital ticketing stretch far beyond simply cutting down on queues outside the rink.”

Market leaders

Joe Edwards, Global Key Account Manager at TicketCo, said: “We are proud to partner with several ice hockey clubs in the UK to revolutionise how supporters can engage with their team.

“Chelmsford Chieftains is a forward-thinking club committed to providing supporters with the best possible experience on gamedays. The club has now unlocked additional digital revenue opportunities including live streaming fixtures and upselling via a secure online portal.

“We’re pleased to learn Chieftains have enjoyed a positive beginning to our partnership and would like to wish the club every success for the rest of the season.”

Tickets for Chelmsford’s next home fixture on Sunday, September 19, can be purchased here.

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