Chelsea FC Partners with Ticketmaster on Digital Ticketing Strategy

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Chelsea FC has secured a multi-year partnership with Ticketmaster, appointing the global ticketing company as its Official Ticketing Partner.

This agreement marks a significant operational shift, with Chelsea set to introduce a digital-first ticketing system for the 2025/26 season, designed to simplify access, enhance security, and combat ticket resale fraud.

This collaboration marks a significant upgrade to Chelsea’s matchday operations, aligning the club with world-class ticketing infrastructure already used by leading sports venues globally.

Starting with the 2025/26 season, digital tickets will replace physical tickets for all fixtures at Stamford Bridge, providing fans with a more efficient and secure access system. This move also aims to tackle ticket touting, a persistent issue in top-tier football, by leveraging Ticketmaster’s secure and traceable digital delivery platform.

Teaming up will grant Chelsea access to Ticketmaster’s suite of tools, including:

  • Seamless mobile ticket delivery
  • Anti-touting features
  • Scalable event ticketing for high-demand matches
  • Real-time ticket validation and fan data insights

Chelsea FC’s Chief Revenue Officer, Casper Stylsvig, reflected on the importance of the club’s new partnership with Ticketmaster.

“Partnering with a leading force in the industry brings significant value to our operations, ensuring we offer our fans a smoother, safer experience with best-in-class products, while continuing to address the issue of ticket touts,” he said via press release.

As one of the most recognised football brands globally, Chelsea’s shift to Ticketmaster’s platform underscores the club’s commitment to modernising fan engagement and match day experiences.

Managing Director at Ticketmaster Sport, Chris Gratton, shared his enthusiasm about the new partnership with Chelsea FC.

“Chelsea FC is one of the biggest clubs in football, and we’re excited to be part of their journey. Our goal is to make ticketing as simple as possible for fans,” he said via press release.

This move reflects a wider trend in the industry towards contactless, mobile-first stadium entry, which has become increasingly common in Premier League and UEFA competitions, especially after the accelerated adoption of digital solutions during the COVID era.

The alliance between Chelsea FC and Ticketmaster signals a new era for the club, introducing leading technology and expertise to elevate the match day experience for fans.

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Melbourne Victory teams up with Superdry

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Melbourne Victory has confirmed a new alliance with Superdry, marking the beginning of an exciting collaboration between the two brands.

As part of the deal, Superdry came on board as the official off-field clothing partner for the club’s friendly match against Wrexham AFC at Marvel Stadium on July 11th, fans at the game were able to enjoy some great giveaways from the brand.

Superdry is a modern, fashion-forward brand celebrated for blending vintage Americana and Japanese-inspired graphics with a distinctive British twist.

Their use of high-quality fabrics, unique washes, intricate hand-drawn artwork, and expertly tailored fits truly sets them apart from the crowd.

This one-of-a-kind style has earned Superdry worldwide popularity and a dedicated, ever-growing celebrity following.

Melbourne Victory Managing Director Caroline Carnegie said the club was thrilled to team up with such a high-quality brand for an event that promised to be a memorable experience for all football fans.

“Our partnership with Superdry for this event is a great opportunity for us to work with a quality brand that is well aligned with our fans and values as a Club,” Carnegie said in a press release.

“I look forward to seeing the team arriving for our match against Wrexham AFC kitted out in the latest range at Marvel Stadium this week.”

To celebrate the collaboration, fans will have the chance to win a 2025/26 membership pack and a $1,000 Superdry voucher, plus the unique opportunity to shop at a Melbourne Superdry store alongside their favourite Victory player – fans should keep an eye on Victory’s social media for all the competition details.

Alastair Davies, General Manager of Licensed Brands at Superdry, said the brand is excited to support Melbourne Victory and connect its British roots with Australia’s sporting culture.

“Superdry is proud to dress Melbourne Victory as they face off against Wrexham AFC,”  Davies said press release.

“As a brand born in the UK, it’s rewarding to see our British heritage connect with Australia’s sporting culture on a global stage.”

This partnership marks an exciting new chapter for both Melbourne Victory and Superdry, bringing style and sport closer than ever.

Wellington Phoenix unveil Dynasty Sport as new apparel provider

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Wellington Phoenix have confirmed a new partnership with Dynasty Sport, who will become the club’s official apparel provider from the 2025/26 A-Leagues season onwards.

Under the agreement, Dynasty will design and produce apparel for the Phoenix men’s and women’s teams, as well as kit out the club’s eight academy sides from early 2025.

The New Zealand-based brand, launched in 2018, is renowned for supplying high-quality, ethically and sustainably produced sportswear to professional and grassroots organisations across New Zealand, Australia, and the Pacific Islands.

Dynasty Sport is a leading provider of premium custom sportwear, built on decades of top-tier experience in the global sports industry. With their deep passion for sport, they proudly supply high-performance on and off-field apparel to professional clubs, schools, grassroots teams, athletes, and businesses across New Zealand, Australia, and around the world.

The men’s new home kit for the upcoming A-League Men season has already been completed and will be unveiled on Thursday, 10 July, three months earlier than usual, to coincide with the highly anticipated friendly against Wrexham AFC. Fans can also look forward to two alternate away kits, ensuring the Phoenix can proudly wear their traditional home colours when they play in Wellington or Christchurch.

The women’s home kit and two alternate away strips are set to be revealed in September, ahead of the A-League Women campaign. In addition, Dynasty will release a lifestyle range for Phoenix supporters later this year, providing a wider selection of merchandise for fans.

This deal sees Wellington Phoenix join a growing list of clubs and organisations working with Dynasty Sport, whose focus on sustainable manufacturing and innovative designs aligns with the Phoenix’s values on and off the pitch.

Phoenix general manager David Dome spoke positively about the new agreement.

“We couldn’t be more excited to have Dynasty Sport as our new apparel partner,” Dome said via club statement.

“Not only does their apparel look amazing and feel great to wear, but they have blown us away by how much they’re committed to helping the Phoenix succeed.

“We’re excited to work with Tyler and the Dynasty team over the next three years, creating designs and a range that truly resonate with our fans and reflect the spirit of our club.”

Dynasty Sport co-founder and director Tyler Rakich spoke about the importance of the company extending to the professional football space.

“This marks another significant step in our expansion into the pro football space,” Rakich said in a press release.

“We’re very excited to launch the new custom range for players, staff and fans, from the elite level performance kit to the fan apparel and fresh new lifestyle range.

“We are confident there is something for every fan regardless of colour preference and style and we are excited to launch the full range in September this year!”

The deal provides Wellington Phoenix with a modern, sustainable apparel solution while strengthening their commercial footprint and giving fans exciting new ways to show their support.

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