Sunderland AFC teams up with SKIDATA

Sunderland AFC and APT SKIDATA have teamed up to install the industry’s most technologically advanced access control system at the Stadium of Light.

The multi-year partnership will initially run until summer 2028 and ensure fans enjoy convenient and fast contactless access to the Stadium of Light via smart device (smartphone or smartwatch).

Supporters will no longer have to search their pockets or mobile apps for their ticket, as access will be enabled through NFC technology – visitors will simply hold their smart device up to the SKIDATA reader for lightning fast, hassle-free entry.

The new technology will be installed ahead of the 2023-24 season, following the Stadium of Light’s highly-anticipated summer of music that will see global superstars Beyonce and P!NK perform live on Wearside.

APT SKIDATA has been nominated for the Ticketing Business Forum’s IMPACT Award for its NFC/digital deployment at Leeds United’s Elland Road stadium, with other SKIDATA solutions installed at Bayern Munich’s Allianz Arena and Manchester United’s Old Trafford stadium.

Steve Davison, SAFC’s Chief Operating Officer, said:

Following a comprehensive review of the Global Access Control market, we identified APT SKIDATA as the outstanding long-term partner when contemplating the future sports and event ticketing. Their recent award-nominated deployment of NFC ticketing at Leeds United continued to showcase their innovation and reliability – and their best-in-class adaptable hardware will ensure SAFC remains at the forefront of fan experience and stadium access for many years to come.

ALSD International 2023 is being hosted at Manchester City’s Etihad Stadium, October 9-10. Optimising revenue through New Builds, Renovations & Service Expansions is the key focus of this industry-leading event, with architecture & design, fan experience, hospitality, premium sales & service, sustainability and technology taking centre stage.

Steve Murphy, Managing Director at APT SKIDATA, added:

We are thrilled to be working with Sunderland AFC as the Club’s new Access Control Partner. SAFC’s Executive Team undertook a robust and thorough process that fully explored the future landscape of ticketing and access control.

Adding the Stadium of Light to our ever-expanding portfolio is a privilege for our organisation and we are proud to be working with a club that puts the supporter experience at the heart of its operations. We are excited to be supporting the Club in achieving their digital and sustainability goals.

Digital season tickets will replace physical season cards for the 2023-24 season, allowing supporters to access the Stadium of Light through their smart device using Apple Wallet (IOS) or Google Wallet (Android).

The club appreciates this change could present challenges for some supporters and are committed to supporting fans throughout the transition from physical season cards to digital season tickets.

SAFC understands that some supporters may not have access to a smart device and will work with fans to provide a solution – for example, a physical card – on a case-by-case basis to ensure no individual is excluded from the 2023-24 renewal or purchase process.

The Club will also be running a digital support drop-in service throughout the build-up to the 2023-24 season in addition to partnering with SKIDATA to produce video tutorials.

Further information relating to digital season tickets available by clicking here.

Source & imagery, courtesy: SAFC

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 is taking place at Etihad Stadium this October, with venue tours complimenting the high-level conference, exhibition and networking events. This year’s edition will also feature the inaugural ALSD International Tech Symposium and a Fan Experience breakout being delivered by IIFX.

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

#ALSD – Leading the Premium Seat sector for the last 30 years

#sportsvenuebusiness – The leading platform for sector news, views & developments


Share This Article

This website uses cookies and asks your personal data to enhance your browsing experience.