Transforming sports ticketing in Australia: A chat with INTIX founder Alex Grant

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Image credit: INTIX Instagram site

INTIX is quickly becoming one of the biggest event ticketing companies in the country, boasting many past sport partnerships with the likes of Melbourne Victory, AFL Victoria and the Tasmanian JackJumpers which lead to success. 

Since their inception in 2017, the company has expanded abroad with offices in London and New York, and the expert-run company is looking to solve all the frustrations that modern fans suffer with current ticketing services. 

In an interview with Soccerscene, INTIX founder Alex Grant discusses the company’s journey from organising large-scale festivals to making a strategic shift during the COVID-19 pandemic, the company’s point of difference in a competitive market and their ambitious goals to expand in the Australian sporting industry in the near future.

The company started in 2017 and has since expanded to the US and UK, why did you first start the company and how quick has the growth been since then? 

Alex Grant: INTIX was founded in 2017, but I also like to think that in 2022 we became what we are today. Obviously 2020 to 2022 was a bit of a nightmare for anyone working in Sports and Events but after that period we grew quickly.  

Prior to 2017 we were more in the festival space, so I’m talking the large scale events that aren’t at venues, and then once COVID hit we had to revisit our business area, and in Australia where we had the majority of our business at that point, spectator sport was still allowed to happen.

That is when we reviewed our entire tech stack and rebuilt the system from the ground up between 2020 and 2023. We have an improvement based on client feedback rule where, if a client asks for an improvement that is going to benefit many clients, we build it right away, to make the best possible ticketing platform available.

About mid-way through 2022 things started ticking over again in Australia, so at the end of 2023 we decided to expand internationally, and now we’ve got an office in New York and one in London which happened only the last 5-6 months. 

Recently Ticketmaster and these other companies have left fans frustrated, what is INTIX’s point of difference as a company?

Alex Grant: First point of difference is that all the data is owned by the organisation, meaning everything that occurs within our platform is the organisation’s data, and not owned by any ticketing companies. 

With other ticketing companies, customer data, and the relationship with the customer doing that purchase, is all essentially held by the ticketing company. Organisations can get access to that data through various reporting systems, but it is not immediate or a given, and in most cases a lot of that consumer data is owned by the ticketing companies. That means that customer relationship is essentially non-existent between the club and the consumer which limits fan engagement opportunities.

The other part where we differentiate is with live fan engagement. With our system you can segment on different data points and then, for example, communicate to customers live in the venue. If I wanted to send an SMS or a push notification to everyone who was scanned into the venue because someone kicks a record goal in the A-League, that communication can happen live both from a commercial point of view and a fan experience point of view.

You’ve had a deal with Melbourne Victory and now you’ve got the Football Victoria partnership, Is there an ambition for the company to grow within Australian football?

Alex Grant: Our ambition is to be the number one sports ticketing company in Australia. We believe we have a product that can improve, not just the ticketing experience, but also streamline event management, game-day operations, the customer purchase process, fan engagement and commercial opportunities.

We are working with a number of large sporting organisations in Australia, including various football organisations, and are definitely looking to continue to grow in this space.

Proving what we can do is certainly part of the bigger picture to be a leader in the sports ticketing industry in Australia. 

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Football Has the Audience. Does It Have the Commercial Strategy?

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Image Credit: One Nil Media

Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.

Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?

That is the question at the centre of Soccerscene’s latest industry research.

The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.

It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.

Is football fully capitalising on its commercial opportunity?

Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.

Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.

The research will look specifically at four key areas:

  • Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
  • Commercial barriers – What is holding football back from reaching its full commercial potential?
  • Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
  • Sponsor value – What are sponsors really looking for when they invest in football?

The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.

Have your say

Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.

The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.

Take the Survey: Commercial Confidence in Football

Complete the Commercial Confidence in Football Survey here

The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.

Football has the audience. The question is whether it has the commercial strategy to match.

Soccerex Selects Miami’s Nu Stadium for Landmark Global Gathering in 2026

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Image Credit: Soccerex

Soccerex will bring the global football industry to Miami in September 2026, with the organisation announcing Nu Stadium as the host venue for its flagship international gathering.

The leading global football business platform will stage Soccerex Miami from September 23–25, 2026, bringing together senior executives, investors, clubs, leagues, federations, brands, media organisations, technology companies and other commercial stakeholders from across the international game.

The event will take place at Nu Stadium within the Miami Freedom Park site, positioning Soccerex at the centre of one of football’s fastest-growing markets as the sport continues to expand its influence across North America.

For nearly three decades, Soccerex has served as a meeting point for the global football industry. The 2026 event represents a further step in the organisation’s evolution towards a year-round platform focused on creating strategic connections, commercial opportunities and long-term value across the game.

Soccerex Miami 2026 will feature conferences, curated networking opportunities, strategic business meetings and industry programming designed to connect decision-makers and facilitate new partnerships.

A key component of the event will be Soccerex’s expanding Deal Network platform, which is designed to create more targeted connections between investors, rights holders, decision-makers and strategic partners throughout the year.

The gathering will also continue the expansion of HerSoccerex, Soccerex’s dedicated initiative focused on increasing investment, visibility, leadership opportunities and commercial growth across women’s football.

Soccerex CEO Garrett Navia said Miami represented an increasingly important location for the global football industry.

“Miami has become one of the most important crossroads in global football,” Navia said.

“The city sits at the intersection of the Americas, international business, culture, investment and the future growth of the sport itself.

“Bringing Soccerex to Nu Stadium is not just about hosting another event, it is about establishing a long-term home for the global football industry in one of the most dynamic football markets anywhere in the world.”

Navia said Soccerex was focused on expanding its role beyond traditional events and developing a platform capable of creating measurable outcomes across the football ecosystem.

“For nearly 30 years, Soccerex has connected the global game,” he said.

“What we are building now is much bigger, a year-round platform designed to create business opportunities, strategic relationships and measurable outcomes across football while also using the reach and influence of the sport to create meaningful impact and lasting legacy within the communities it touches.”

Soccerex Miami 2026 will also place an emphasis on community engagement and impact initiatives, with the organisation aiming to use football as a vehicle to create opportunities and leave a positive legacy in the communities connected to the event.

Nu Stadium, which opened in April 2026 as the home of Inter Miami CF, will provide the backdrop for discussions around some of the most significant issues shaping football’s future.

Investment, infrastructure, sponsorship, media, technology, innovation, fan engagement, women’s football and the continued globalisation of the game are all expected to feature prominently across the three-day gathering.

Located within the wider Miami Freedom Park development, the 26,700-seat venue represents one of South Florida’s newest major football and entertainment destinations.

Additional announcements regarding speakers, strategic partners, community initiatives and industry activations are expected in the lead-up to the event.

Soccerex was founded in 1996 and has since developed into one of football’s leading business platforms, connecting clubs, leagues, federations, brands, investors, media companies, technology providers and rights holders from across the global game.

Through its international events, executive experiences, Deal Network and HerSoccerex initiatives, the organisation is seeking to expand its role as a year-round platform connecting capital, commerce, innovation and leadership across the football industry.

Soccerex Miami 2026 will take place from September 23–25, 2026, at Nu Stadium in Miami, Florida.

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