The Future of Ticketing - A Live Special from Emirates Stadium in London

What Will Buying a Match Ticket Look Like in the Future?

As ticketing technology evolves and fan behaviors shift, how will clubs adapt to keep stadiums full and fans engaged?

For the final episode from Don’t Forget Your Tickets at Emirates Stadium, Professor Dominik Schreyer from WHU – Otto Beisheim School of Management sat down with Thom Airs to explore the future of ticketing, spectator behavior, and the role of data and psychology in shaping matchday experiences.

In this episode, they discuss:

• The evolving landscape of ticket sales—has the market peaked, or is there room for further growth?
• The rise of no-shows and how clubs can use behavioral insights to bring fans back to stadiums.
• Why younger audiences engage differently—and what that means for the future of ticketing.
• The role of AI, automation, and new technologies in shaping the fan journey.
• How smaller clubs can drive innovation and set the pace for industry-wide change.

This conversation provides a fascinating look into the trends shaping football ticketing in the coming years—and what clubs can do today to stay ahead of the curve.

Sit back and enjoy the final conversation from Don’t Forget Your Tickets at Emirates Stadium.

This Live Special episode of Don't Forget Your Tickets was recorded at the Don't Forget Your Tickets conference at Emirates Stadium, January 23rd 2025, as the last of 12 on-stage interviews that day. Dominik Schreyer was interviewed by Thom Airs.