Football Association of Wales partners with Tixserve for digital ticketing

The Football Association of Wales (FAW) has partnered with Tixserve to streamline ticket delivery and engage ticket holders at all FAW international games held at Cardiff City Stadium.

The partnership follows after FAW’s Chief Commercial and Engagement Officer experienced the Tixserve-powered Principality Stadium Ticketing app as an end user during the 2021 Autumn Internationals.

Having witnessed the app’s capabilities and efficiency, FAW made the decision to implement the Tixserve-powered solution. The new Tixserve-powered ‘Cymru Tickets‘ app is currently being rolled out to FAW membership renewals to replace physical membership cards and will be increasingly used by all spectators at forthcoming Wales international football matches.

Matchday ticketing, hospitality ticketing, membership and VIP tickets will now be digitally-powered for fans to enjoy streamlined entry into the Cardiff City Stadium and a unique matchday experience.


FAW’s move to a fully digital ticket fulfilment solution with Tixserve aims to protect fans against ticket fraud, whilst ensuring their tickets are stored in a safe and sustainable format. The organisation also plans on creating an exclusive matchday experience for communicating important event-related information, event content and exciting offers to fans.

Tickets will continue to be sold as normal through FAW’s e-ticketing website, powered by Ticketmaster. But instead of fans receiving their tickets by post/email or downloading to Apple/Google Wallet, their tickets will now instantly deliver to their Cymru Tickets app, powered by Tixserve. This method of ticket delivery will create convenience for both fans and FAW, along with allowing FAW to know their customer and bring new marketing opportunities via verified data ownership.

ALSD International 2023 is being hosted at Manchester City’s Etihad Stadium, October 9-10th, where optimising revenue through New Builds, Renovations and Service Expansions takes centrestage at the leading event and 365 community for the Premium Seat & Hospitality industry. 

Going forward, sponsors, competing international teams and other stakeholders will also be distributing their allocated tickets digitally using their own self-service digital ticket Distribution Portal. This will streamline their ticket delivery workload, ensure fair ticket allocations and allow FAW to know who is attending their stadium on matchdays.

Through the Tixserve platform, the digital tickets will be designed, distributed and updated by FAW with real-time marketing, engagement and communication features that will generate incremental revenues, transform the matchday experience and grow addressable audiences.

FAW’s Chief Commercial and Engagement Officer, Ian Davis, commented:

The Football Association of Wales is very pleased to enter this partnership with Tixserve to enhance the user experience of ticket holders attending Cymru international matches. The Cymru Tickets app will allow us to seamlessly deliver tickets directly to our fans, allowing them to keep their purchases all in one place.

The service Tixserve provides is impressive and the FAW is very excited to increase its efficiency in this area to better service our fans in this digital age.

Tixserve’s Managing Director, Patrick J Kirby, commented:

Tixserve is delighted to announce a multi-year partnership with the Football Association of Wales. Given their decision to partner with Tixserve based on experiencing our white label solution at Principality Stadium, it is a testament to the user-friendliness and efficiency that the app brings for ticket holders.

We look forward to unlocking new opportunities for FAW throughout their digital ticketing journey; from collecting new clean, verified data, utilising that data and securing a direct channel to their ticket holders.

This is Tixserve’s first partnership within the football sector and we look forward to announcing forthcoming partnerships across various sectors over the course of 2023.

Source & imagery, courtesy: Tixserve

Sports Venue Business organises and delivers ALSD International – the leading event and 365 community for the Premium Seat & Hospitality sector – on behalf of the Association of Luxury Suite Directors (ALSD).

ALSD International 2023 will take place at Manchester City’s Etihad Stadium on October 9-10th, with some exciting venue tours in the offing, complimenting the high-level conference, exhibition and networking events.

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