- November 24, 2025
- Posted by: SportsV
- Categories: Featured Articles, Features, Home News, Industry News, News, Press Releases
Co-op Live has become the first arena in the UK to implement the enhanced Apple Wallet ticket experience, offering fans a more intuitive, content-rich digital journey in the lead-up to and during live events.
The enhanced Apple Wallet pass (available for Safetix™ tickets only) provides fans using iOS 18 or later with a seamless way to access essential event information directly from their digital ticket. This includes arrival guidance, venue maps, parking instructions, journey planning tools, local weather updates, curated Apple Music playlists and interactive modules such as links to venue apps, food and beverage options or merchandise.
This is a self-serve experience, enabling venues to build, update and customise these enhanced Apple Wallet passes themselves.
Guy Dunstan, SVP and General Manager, Co-op Live, said:
“Innovative technology underpins much of Co-op Live and continuously cements our commitment to a seamless, forward-thinking fan experience. Working with our partners at Ticketmaster to be the first arena in the UK to implement the upgraded Apple Wallet features further showcases this drive, offering ticket holders an elevated, intuitive offering as they prepare for, travel to and enter the venue.”
Enhancing the Fan Journey Before Arrival
Rather than simply acting as an access credential, the enhanced pass supports communication with fans in advance of their visit. Key features allow Co-op Live to proactively assist and engage ticket holders while also driving traffic back to the venue app, connecting and extending the entire fan experience and encouraging greater app engagement. These features include:
- Venue maps and parking instructions
- Arrival guidance and journey planning tools
- Pre-event engagement opportunities
- Local weather updates and real-time information
- Interactive modules linking to venue apps, F&B or merchandise
Passes can be updated in the days leading up to an event to ensure fans receive the most relevant and up-to-date information, though teams must actively push any changes.
The 2026 SVB LIVE Conference & Exhibition – with its focus on elevating the live experience – is being hosted at Everton’s spectacular new Hill Dickinson Stadium on October 1st and 2nd. Co-op Live’s SVP & GM, Guy Dunstan, and CCO, Becci Thomson, were among the 60+ industry expert speakers at the 2025 conference.
Adoption Across the Industry
While Co-op Live is the first UK arena to go live with the enhanced Apple Wallet ticket experience, additional clients have already begun implementation, including AMG-managed venues and Utilita Arena Sheffield. This reflects increasing momentum towards mobile-first live event journeys and deeper digital ticket engagement across the industry.
A Benchmark for Future-Ready Venues
Co-op Live has consistently pushed boundaries in technology, sustainability and digital innovation. Early adoption of the enhanced Apple Wallet pass demonstrates its commitment to delivering next-generation fan experiences and sets a new benchmark for how venues can harness digital tools to enhance fan engagement.
Sarah Slater, Managing Director, Ticketmaster UK, said:
“Enhancing the ticket experience through Apple Wallet is an important step in supporting fans earlier in their event journey. By surfacing key information directly in the pass, venues can help streamline arrival and improve engagement. It’s great to see Co-op Live leading the way in adopting this technology and encouraging to see more of our clients beginning to follow.”
Learn more about Apple Wallet passes.
Source & imagery, courtesy of Ticketmaster UK
SVB LIVE provides an unrivalled, global community, with opportunities to network, collaborate and explore new possibilities year-round.
Check out the latest sports & entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.
