Future Ticketing

Coventry Rugby




“I’ve been very impressed from my short time working with the Future Ticketing team. I’ve been in sport for a long time but was still pleasantly surprised by some of the features which their system has which I’ve not seen elsewhere, such as the ability to embed individual events within website  pages, such as match tickets on team announcements and Rugby Camps into the community section. This reduces the number of clicks needed to book and thereby streamlines the booking process.

“There are always going to be areas to tweak to our individual needs, but Future Ticketing’s team have listened to our requests and have tried to implement these as quickly as they can.

“Above all, we wanted a ticketing system which was easy for customers to use and staff to administer, not least because as a Championship club we have a small number of people working in the offices. Future Ticketing has ticked both those boxes and we’re enjoying working with them.”

Chris Wearmouth, Marketing and Communications Manager

Coventry Rugby is a club in the Greene King IPA Championship, the second tier of English rugby. Over the last four years the club has risen rapidly through the leagues from National League One into the ChampionshipPrior to promotion Coventry Rugby had spent 10 years in NL1 and as such had had minimal investment in its off-field operations. Season Tickets were allocated on a manual basis with the vast majority of ticket sales done on the day of a game, firstly via pay-on-the-gate and latterly at a match day ticket office.

Once the club became re-established in the Championship (in 2018/19) more investment was made into the administration and commercial operations, with the club seeking a ticketing system to fulfil its needs, specifically mobile optimisation, integration with the club’s website, live reporting of ticket scanning on match days, minimal up-front investment and a competitive commission rate.


The agreement with Coventry Rugby was finalised on September 1st. While some unforeseen delays meant that this date was later than either Coventry Rugby or Future Ticketing had wanted, the stadium plan was built and migration of more than 1,000 Season Ticket Holders (+/-700 paid, +/-300 complimentary) achieved, and general tickets on sale ahead of the first game of the season on September 28th. The club has also used the opportunity to move from unallocated general admission to best practice allocated seating, with general admission standing.

The Future Ticketing system was fully installed across online eticket sales, Season Cards available for collection, access control scanners sent and put into service, staff trained, and payments managed by Future Ticketing payments. Coventry Rugby manages the club’s day-to-day ticketing operations, such as match tickets and hospitality bookings, with other events such as Rugby Coaching Camps, fireworks display and Christmas pantomimes also being booked via the Future Ticketing system. The club is currently working with Future Ticketing on the 2020/21 Season Ticket renewals, including a priority renewal period for supporters who are wishing to sit in the same seat as last season.


Coventry Rugby has seen both a significant increase in average crowds (up 10% in the Championship and 11% in the Championship Cup) and a significant swing in the proportions of tickets which are booked in advance compared to match days. In 2018/19 the average advance:match day ratio was 20:80. In 2019/20 this was more like 70:30, giving the club more wherewithal to plan match days in advance, such as catering requirements and casual staffing. Coventry Rugby was not just able to embed the ticketing pathway within the club’s website – meaning no exit point – but was also able to use the Future Ticketing individual event embed capability to create bespoke event pages to include the booking process within that page.

Future Ticketing is the digital partner of choice for Pro14 side Connact Rugby, RFU championship Jersey Reds and Championship side Swinton Lions. On average, Rugby Clubsincrease their attendance from ticketing by 14% and uptake in  season ticket membership by 12% in their first year of using Future Ticketing.

Ready to make the move?

Moving to a new ticketing system may seem daunting. We’ll take care of everything so don’t worry about that. Take a quick look at what’s involved with moving from your current system to Future Ticketing.