Liverpool look to improve ticketing operation with SeatGeek

Liam Watson
English Premier League side Liverpool have teamed up with SeatGeek with the plan to overhaul and streamline their ticket-buying process in preparation for next season.

The Premier League and European giants will come together with the mobile-focused ticketing platform to collaborate towards an improvement in performance of Liverpool’s ticketing website and ensure that it runs smoothly for the fan experience during peak sale times.

Set to begin from the start of the 2020/21 campaign, the new platform for members’ ticket sales will provide buyers with a more efficient and simplified experience when looking for the matches they would like to attend.

The collaboration will be able to offer a more dynamic queuing system to manage traffic volumes during busy periods and give fans more clarity on where they are positioned in the buying process through live updates and improved communication.

The platform will also allow fans who don’t want to use paper tickets on match days the flexibility to access Anfield using e-tickets on their mobile phones.

“When considering the ticketing platform, our goal was to work with a partner that could provide world-class, innovative technology,” said Phil Dutton, Liverpool’s Vice President of Ticketing and Hospitality.

“The SeatGeek platform will help make the ticket-buying journey clearer and more efficient with better functionality. Our supporters will have an improved experience, from purchasing the ticket initially right the way through to accessing the stadium, all with the goal of improving ticket availability.”

With Anfield going through its redevelopment stages, coupled with its on field success, the club is adapting to its already huge following for all fans who wish to attend games in the future.

“Few sports clubs in the world have the level of demand for their tickets as Liverpool FC and a key focus has been to deliver as efficient a sales process as possible and embrace the latest technology to streamline the process,” said Peter Joyce, Managing Director of EMEA Sport at SeatGeek.

Liverpool are runaway leaders in the 2019-20 EPL season – who have all but secured the 2019/20 title with a staggering 25 point lead over second-placed Manchester City with nine matches remaining.

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AC Milan and Puma Unveil New 2026/27 Away Kit

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Image Credit: AC Milan S.p.A.
AC Milan and Puma have officially unveiled the clubs the new 2026/27 away kit, a timeless white kit that celebrates resilience, heritage and the winning mentality that has defined the Rossoneri for generations.

Inspired by the phrase “after Istanbul, there is always Athens” the kit pays tribute to AC Milan’s triumph in the 2007 Champions League Final in Athens following their defeat in Istanbul in 2005. The message printed on the back of the collar, reflects the club’s enduring spirit and serves as a reminder that every setback can become the foundation for future success.

Leading the campaign is club legend Filipo Inzaghi who scored two goals to lead AC Milan in the 2007 UEFA Champions League Final, embodying the determination, resilience and hunger that continues to define AC Milan’s identity.

Every detail on this years away kit reinforces this story. Gold accents and a laurel wrapped club crest celebrates a storied history of success, while the authentic version features the Greek inscription “Δύναμη Ψυχής” (“Strength of Spirit”) inside the collar. A subtle phoenix wing woven into the fabric symbolises renewal, resilience and the Club’s commitment to continually rising to new challenges.

The authentic jersey is engineered with PUMA’s advanced ULTRAWEAVE fabric, complemented by dryCELL and ThermoAdapt technologies to deliver lightweight feel and optimal performance. The replica version brings the same identity combining the same striking design with everyday wearability and is made with RE technology, incorporating 95% recycled polyester sourced from textile waste.

The new AC Milan 2026/27 Away Kit is available now through AC Milan Official Stores, the Club’s online store, PUMA and selected retailers worldwide.

Bentleigh Greens and Metricon Bring Local Business Community Together Through Networking Initiative

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Image Credit: One-Nil Media

Bentleigh Greens FC has reinforced its commitment to supporting its community beyond football, partnering with Metricon Homes to host a business networking evening designed to strengthen relationships between local businesses, sponsors and club stakeholders.

 

A unique setting for meaningful connections

Held inside one of Metricon’s display homes, the Bentleigh Greens Business Networking Night welcomed around 60 local business owners, club partners and community leaders for an evening focused on connection, collaboration and knowledge sharing.

Rather than a traditional function space, Metricon opened the doors of one of its display homes, creating a unique networking environment that highlighted how the space could be transformed into a premium venue while providing guests with a relaxed setting to build professional relationships.

The event reflects a growing trend across community football, where clubs are increasingly positioning themselves as platforms for business engagement and local economic development, alongside their role in delivering participation opportunities on the pitch.

Guests also heard from strategic futurist Marcus Barber, who delivered a presentation examining the growing influence of artificial intelligence on modern business. His insights encouraged attendees to consider how emerging technologies are reshaping industries and the importance of preparing for future change.

 

Creating value beyond sponsorship

While commercial outcomes were never the primary objective, the evening was designed to create long-term value by fostering meaningful relationships between businesses connected to the Bentleigh Greens community.

Early feedback has been overwhelmingly positive, with several attendees already establishing new contacts and beginning discussions around potential collaborations.

The initiative also highlights Metricon’s broader commitment to supporting local communities beyond residential construction. By partnering with Bentleigh Greens and providing the venue, the company helped facilitate an event that encouraged learning, networking and stronger community connections.

 

Football clubs as community business hubs

For community football clubs, initiatives such as these demonstrate how partnerships can extend beyond traditional sponsorship models. By creating opportunities for local businesses to engage with one another, clubs can strengthen their commercial networks while delivering tangible value to sponsors and the wider community.

As football clubs continue to explore new ways of engaging stakeholders off the field, events like the Bentleigh Greens Business Networking Night illustrate how sport can serve as a catalyst for meaningful business relationships and long-term community growth.

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