Axess makes game day run seamlessly 

Axess serves as a leading international manufacturer for ticketing and access management systems - a trusted process for sports clubs. 

Axess serves as a leading international manufacturer for ticketing and access management systems, putting in place a trusted process for sports clubs. 

The company has already achieved substantial reach and with an office in Australia (Currumbin Queensland)their services are right on our doorstep.  

Headquartered in Austria with production taking place in the city of Innsbruck, Axess currently has 20 offices in 16 different countries. 

Axess are specialists in individual solutions for ticketing and access management, software products to integrate own business areas and Customer Relationship Management (CRM) systems to manage consumer data. 

As Axess are able to cater for customers all around the world, they are also versatile with a variety of industries – their solutions are used by ski resorts, fair & convention centres, stadia & arenas, leisure parks, museums, sightseeing attractions and touristic transport. 

Axess can look at the unique fields and identify how to implement their expertise, with complete resort solutions, customer registration and customer loyalty programs with social media integration – as well as numerous standardised interfaces to third-party systems. 

To meet the needs of organisations, Axess will use the very best innovative hardware and the most modern software modules. This means they can offer a tailored service for every area of application. 

The hardware that Axess offers are suitable for any sporting event at a stadium, with customised areas to ensure a smooth process on game day. 

Venues are supported from start to finish by Axess, who provide systems that includes a layer of security so that it’s easy to know who is entering the stadium. 

As people arrive, Smart Gates can be used to verify exactly who is accessing certain parts of the venue. For example, to access a VIP area, a person would only be allowed in if they have an appropriate pass or accreditation, which would be scanned to give them the green light. A venue could even look at the Smart Security Gate for extra security protection to block ineligible patrons. 

This solution can be used in a similar manner for car parks, as Axess provide entrance and departure gates for those with motorised vehicles. This allows clubs to section off a particular area of their parking and reserve it for players, coaches, match officials and media personnel. 

When it comes to ticketing, Axess can assist clubs with both printing needs and digital implementation. They accommodate for fans at a personalised level, with a range of options available to collect their tickets for an event. For example, Axess offers a Pick Up Box that is accessible for people to collect the tickets they ordered online, meaning they’re not required to line up at tills.  

The Ticket Kiosk and Smart Printers by Axess are quick and easy solution for all parties, as customers can source what they need and therefore reduces crowded areas outside ticket kiosks in peak times, especially within half an hour of a big event starting. The technology on offer by Axess can print tickets in no time, covering a range of formats. 

However, as we know it has become important for patrons at an event to ‘check in’ using a QR code to register that they were there for Covid tracking purposes. Axess provides the option for people to purchase their tickets online and receive a code to enter the stadium. This gives all clubs the chance to implement this very important technology that becomes tracking software to identify anyone with symptoms of Covid-19.  

A QR code is also present on Axess’ Smart Cards, where they are more relevant to regular visitors of a stadium – members of a club. With an integrated chip, the card stores data of an individual for fast entry and is highly durable, so there’s no need to worry about replacing it.  

Whether it be those who like it old-fashioned or now tech-savvy, tickets by Axess come in all forms to create a user-friendly experience. 

The modules and equipment that Axess brings are state-of-the-art to match the ever-growing changes to technology. They are a flexible partner of access management, always looking for ways to be innovative in how their solutions can best fit any organisation. 

For a more detailed look into Axess’ products, as well as their latest news and case studies, you can find them here. 

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GIS Masterclass: Fan Engagement and Marketing with Terry Lynam and Karen Grega

The Global Institute of Sport recently hosted a masterclass on Fan Engagement and Marketing, bringing together two industry leaders to tackle the field’s most pressing issues.

The Global Institute of Sport (GIS), which offers a Master’s in Sports Business and Sports Analytics through the University of Newcastle, regularly holds masterclasses with industry leaders as part of its curriculum.

The latest focused on fan engagement and marketing, covering two key themes: the growing tension between live sport and online streaming, and the role of data in shaping the fan experience.

The panelists 

Terry Lynam recently concluded her role as General Manager of Fan Experience and Events at Football Australia, overseeing the AFC Women’s Asian Cup on home soil.

Karen Grega is an experienced sports management consultant with a multi-code background. She currently represents Football Coaches Australia (FCA) and Heartbeat of Football, and has previously worked with Sydney Cricket Ground, Venues NSW and Sydney FC.

Live Sport and social media.

Terry Lynam opened with a pointed statement — one she acknowledged would be controversial. She argued that the sense of community unique to live sport is being eroded by social media and ‘snippet’ consumption.

Central to her concern is how marketing teams are failing to segment their audiences, treating casual online viewers the same as matchday fans.

“If they aren’t spending money on the sport we shouldn’t count them as spectators to the same level as match going fans.”

“What we want to consider as marketeers is how much we want to give away and how much we want our live sport element to remain,” Lynam said.

Grega echoed the sentiment, arguing fan engagement ultimately comes down to human connection. “It’s not rocket science.”

She suggested the industry revisit the concept of sport as a family outing to recapture that communal experience.

Data Driving Decisions

Both panelists highlighted data and analytics as central to modern fan engagement.

Grega recalled the introduction of computerised turnstiles as a turning point, enabling teams to track crowd movements and optimise staffing and entry times.

She also noted the continued value of fan surveys in informing marketing decisions.

Lynam pointed to ticketing technology as a significant data frontier.

Modern platforms like Ticketmaster’s ticket-transfer system now provide detailed customer insights.

“It allows us to have a better understanding of who’s getting the ticket and how they transport themselves there or when they arrive,”

“We can personalise their journey and sell content to them,” Lynam commented. 

The discussion also touched on data sourced from social media and on-field player tracking, as well as interactive stadium technology gaining traction in the US.

This included holographic assistants and player headset interactions that bring a broadcast-style experience to live events.

Activations That Educate

Activations rounded out the masterclass, with Lynam detailing how she created a fan zone on a modest budget for the Women’s Asian Cup.

The activation featured charitable partnerships focused on women’s health, including Heartbeat of Football, Endometriosis Australia and Share the Dignity.

“I’m very hopeful that that type of idea gets pushed through on other sporting events,” Lynam said.

Grega elaborated on the Heartbeat of Football activation, highlighting how a competitive element built around CPR and heart health kept fans engaged while also educating them.

“The whole health hub ticked all the boxes — it was immersive, it was interactive, it was there for all ages, both sexes.”

“That sort of blueprint is one that should be replicated as much as possible,” Explained Karen Grega

The masterclass offered students and industry professionals a valuable window into contemporary sports marketing.

As the competition for fan attention intensifies, the blend of live experience, smart data use, and purposeful activations can help define the next chapters of fan engagement.

Eastern Suburbs Football Association Announces First All-Female Referee Course and Expanded Women’s Competition

The Eastern Suburbs Football Association has opened its 2026 season with three structural investments that reflect the growing ambition of community football associations to address participation, representation and development gaps simultaneously, beginning with the delivery of its first all-female Football Match Official Course.

The course, held at Matraville Sports High School and led by female liaison committee member Michelle Hilton and 2025 Referee of the Year Ariella Richards, brought 25 new female referees into the association ahead of Round 1. The initiative targets one of the most persistent imbalances in community sport, with women remaining significantly underrepresented in officiating roles at every level of the game, by creating a dedicated entry point separate from the mixed course environment that many women find unwelcoming.

The Women’s Premier League has also expanded, now featuring eleven teams and introducing a WPL1 and WPL2 structure following the first ten rounds of the season. The tiered format creates more competition opportunities for clubs across the region while providing a clearer development pathway for teams at different stages of growth. Returning clubs Randwick City, Glebe Wanderers, Easts FC and Sydney University join established sides in what the association describes as one of its most competitive women’s seasons. ESFA clubs have continued to perform strongly in state-wide competitions including the Football NSW Sapphire Cup, State Cup and Champion of Champions.

Building the next generation

The season opened with an inaugural Development League Gala Day for Under-9 to Under-12 boys and girls, bringing eight clubs together in a structured development environment ahead of Round 1. Sydney FC A-League Women’s players attended the event and engaged directly with young participants, a deliberate effort to connect grassroots players with visible examples of where the pathway leads.

“We are committed to creating more opportunities for clubs, players, coaches and referees to thrive, with a strong focus on participation opportunities to suit participants of all abilities and aspirations,” said ESFA CEO John Boulous.

The three initiatives, a new referee entry point for women, an expanded women’s competition structure, and a development-focused junior gala day with elite role models present, together reflect an association responding to the participation pressures the AFC Women’s Asian Cup has brought into sharp relief across Australian football.

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