Alloc8 and TruCrowd Partner to Deliver Verified Identity Ticketing in the UK and Enable Biometric Capabilities Internationally

Alloc8 has entered into a strategic partnership with identity technology provider TruCrowd to launch verified supporter identity as a core component of the ticketing  journey. The initiative, now rolling out across Alloc8’s UK client base, focuses on restoring fairness and integrity to matchday access, ensuring that tickets, privileges and pricing concessions are reaching the right fans. 

Phase one of the rollout embeds TruCrowd’s ID verification capabilities into Alloc8’s Ticketing Enterprise system. This enables clubs and operators to confirm that each supporter account belongs to a real fan and that discounted tickets, accessibility  entitlements and protected seating such as easy-access or amenity areas are being  used appropriately. The system also combats bot accounts, duplicate profiles and  touting, defending fans from inflated resale and maintaining trust in ticket availability. 

Pete Hewison, Product Director at Alloc8, said:

“We’re delighted to be partnering with TruCrowd to support our mission of  enhancing safety operations and supporter experience both in the UK and  internationally.

“This collaboration gives clubs and operators a reliable way to validate identity, protect access, apply pricing fairly and make sure fans receive what they’re entitled to.” 

This first phase does not include facial recognition or biometric entry in the UK. It focuses on verifying identity at the ticketing level, helping clubs protect key allocations and ensure that existing privileges for age-related concessions and community  discounts remain in place. 

The 2026 SVB LIVE Conference & Exhibition – with a focus on elevating the live experience through pillars including the Customer Journey and Premium Experience – is being hosted at Everton’s spectacular new Hill Dickinson Stadium on October 1st and 2nd. The event will commence with an Opening Night Icebreaker at Liverpool FC’s iconic Anfield stadium on September 30th.

Hewison continued:

“Creating a safer matchday environment isn’t just about physical infrastructure. It’s about making sure tickets end up with the right fans. 

“When pricing, access and seat protections are intended for certain fans, we have a responsibility to make sure they remain in the right hands.” 

Internationally, the Alloc8 and TruCrowd partnership opens doors for future deployments of biometric stadium entry in territories where ID-linked access is a legal requirement. In these environments, facial recognition technology will support  compliant ingress. The partnership will also power biometric in-event payments across catering, hospitality and retail, allowing verified fans to transact within a secure account ecosystem. 

Daniel Krizan, CEO at TruCrowd, said:

“Alloc8 has a clear and forward-thinking vision that puts trust, safety and fan experience at the heart of modern stadium operations. 

“We’re proud to support that ambition with our biometric and identity  infrastructure, helping Alloc8 scale securely and deliver the next generation of connected fan experiences.

“This partnership combines technical innovation with practical delivery. Together, we’re enabling a roadmap where safety improves, identity checks become seamless and the fan experience evolves season after season.”

Together, Alloc8 and TruCrowd are setting a new standard for how verified identity can  support compliance, strengthen operations and deliver truly fan-first outcomes, all while preserving flexibility and inclusion. 

About Alloc8 

Alloc8 is the technology division of the Fourth Wall Group. Purpose-built for the sports  and live events industry, its ecosystem spans ticketing, access control, mobile delivery,  membership and fan engagement. Alloc8 empowers rightsholders to maximise revenue, enhance supporter experience and improve operational efficiency across the entire  event lifecycle.

Learn more at fourthwallcreative.com/alloc8

Source & imagery, courtesy of Alloc8

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