TicketCo and NIFL – Seamless Ticketing for the 2025 Bet McLean Cup Final

Overview

In a record-breaking event for the Northern Ireland Football League (NIFL), TicketCo successfully powered the ticketing for the 2025 Bet McLean Cup Final at the National Football Stadium at Windsor Park, Belfast, March 9th, 2025. With 14,539 tickets sold, this was the largest-attended match in NIFL history, and TicketCo ensured a flawless experience from setup to matchday.

This case study explores how TicketCo, in partnership with NIFL, rapidly delivered a complete ticketing solution, seamlessly integrating with stadium infrastructure and ensuring a smooth experience for fans, clubs, and organisers alike.

The Challenge

NIFL’s official ticketing partnership with TicketCo primarily focuses on delivering ticketing solutions for NIFL clubs rather than NIFL itself. However, after the semi-finals in mid-January 2025, when it became clear that the finalists would be the Belfast clubs Cliftonville FC and Glentoran FC—both with a strong local following—NIFL recognised the need for a first-class, reliable, and powerful ticketing setup. With the Bet McLean Cup Final less than two months away, NIFL faced a critical challenge:

• The stadium was new to TicketCo’s platform, requiring rapid development of digital seat maps.
• Integration with existing SkiData turnstiles had to be completed in a short timeframe.
• 2,500 unique promo codes had to be issued for Cliftonville FC members to secure priority seating.
• High demand was anticipated, requiring a robust system that could handle peak traffic efficiently.

While some ticketing providers take several months to onboard a stadium of this size, TicketCo completed the entire process in just a few weeks.

The Solution

Rapid Deployment and Seamless Integration Once Cliftonville FC and Glentoran FC were confirmed as finalists, TicketCo and NIFL collaborated to implement a comprehensive ticketing solution:

• Custom Seat Map Creation: TicketCo developed a fully digital seat map for Windsor Park, Belfast, ensuring accurate ticket allocations.
• SkiData Turnstile Integration: A seamless integration with the stadium’s existing hardware allowed for smooth fan entry on matchday.
• Club-Specific Ticketing Management: TicketCo worked closely with Cliftonville FC to create and distribute 2,500 unique promo codes, mirroring the experience of handling season ticket holders.
• Peak Traffic Handling: On the first day of ticket sales, the system withstood unprecedented demand, with over 4,000 fans in the queue at one point.

Neil Coleman, Head of Communications and Digital Innovations at NIFL, highlighted the efficiency of the process:

“With the help of the TicketCo team, we delivered all our objectives within just eight weeks. The support we received, especially from Grady Rawlinson and the development team, was invaluable. The ticketing setup, promo code functionality, and technical integration were all handled seamlessly.”

Matchday Execution

On matchday, TicketCo’s system ensured a seamless experience for fans and event staff:

• Effortless Access Control: The SkiData integration allowed for instant verification at turnstiles, with designated zones for each club’s supporters.
• Efficient Customer Support: On-site TicketCo staff, including Grady Rawlinson, provided live support. Out of 14,539 ticket holders, only 15-20 minor cases were reported, mostly related to mobile ticket downloads. These issues could easily be solved on the spot using TicketCo’s TicketCo Direct mobile app, a tool that allows ticketing managers or even volunteers to resolve problems instantly without directing fans to the ticket office.
• Dynamic Ticket Management: Organisers could make real-time adjustments to ticket allocations, ensuring maximum attendance.

Grady Rawlinson, Customer Success Manager at TicketCo, emphasised the adaptability of the platform:

“This shows that we can have any club up and running in no time, and that mid-season change is fully doable. The ability to integrate seamlessly with existing stadium infrastructure and onboard new clubs quickly is a testament to TicketCo’s efficiency. A huge credit also goes to NIFL and their team, who handled this entire process with remarkable professionalism and collaboration.”

The Results

• Record-Breaking Attendance: The final saw 14,539 fans, the highest in NIFL history.
• Flawless Technical Performance: No major technical issues were reported, despite high demand and a complex ticketing operation.
• Positive Fan Experience: The ticketing interface was praised for its clarity and ease of use, with minimal customer queries compared to previous finals.
• Endorsement from NIFL: NIFL is now actively recommending TicketCo to its member clubs, citing the success of this event.

Neil Coleman summarised the success of the partnership:

“This was our biggest final ever, and TicketCo’s support was instrumental in making it happen.” 

Conclusion

The 2025 Bet McLean Cup Final demonstrated how TicketCo’s platform enables rapid deployment, seamless integration, and an effortless fan experience. While competitors require months to set up ticketing for a stadium of this size, TicketCo completed it in weeks—proving that mid-season transitions and high-pressure events are fully manageable.

For clubs and leagues looking for a ticketing provider that delivers speed, reliability, and superior customer experience, TicketCo is the game-changer.