SeatGeek – The sports ticketing platform which continues to take on the world

Founded in New York in 2009, SeatGeek is a prominent mobile ticketing platform that allows consumers to buy and sell tickets across sports and other events in the US market.

The company has partnered with different organisations around the US since the platform was launched, including Yahoo! Sports and various MLS teams around the country.

The service has recently moved into other markets, including the UK, after acquiring Israeli ticketing software company TopTix in 2017 for $56 million.

SeatGeek’s acquisition opened up the service to an international market, as TopTix’s primary software application, labelled ‘SRO’, combined perfectly with SeatGeek’s mobile applications and market place ability.

SRO gives sports clubs a world class software application to manage areas such as memberships, ticketing, reporting, corporate hospitality, marketing and so forth all inside a singular web-based user interface.

“We all thought it was a very good fit – what SeatGeek would bring to the table to work alongside the SRO software platform. We felt it was a great opportunity to build a global offering that could really drive a change in the market at a significant level and we have enjoyed strong growth over the past two and half years,” SeatGeek’s managing director for Sport across Europe, Middle East and Africa (EMEA) Peter Joyce told FC Business, earlier this year.

When the acquisition of TopTix occurred in 2017, SeatGeek only had one English Premier Club partnered with the company, West Bromwich Albion. Two years later, the platform is now used by seven Premier League clubs in the 2019/2020 season, which represents a 35% market share across the league.

The clubs using the service are Manchester City, Wolverhampton Wanderers, Newcastle United, Brighton and Hove Albion, Leicester City, Aston Villa and Sheffield United.

A further seven clubs are clients from the EFL Championship. Those teams are Derby County, Stoke City, Middlesbrough, Reading, Bristol City, Charlton Athletic and West Bromwich Albion.

The UK Sport headquarters has recently doubled in staff numbers with SeatGeek now having 430 employees and eight offices in different locations around the world.

Joyce believes the company continues to improve its reputation in the UK sports market.

“Ticketing software in UK sport has tended to work in five-year cycles when it comes to the systems and software products available and I think we’ve turned heads over recent years.

“New suppliers can come and go and there can be a swing in a certain direction from time to time. SeatGeek and the SRO software solutions have certainly enjoyed excellent growth over the years and our challenge is to build on a very solid platform and client base and take it to the next level.

“Alongside winning significant new business over the past two years we have also re-signed every club (7) who have come up for re-contract in that period and this demonstrates a client base that are enjoying working with SeatGeek and the SRO software platform. Technology is changing rapidly as we all know and there’s a demand for ticketing providers to keep pace with those ever-changing requirements and continue to grow and evolve.”

Central to SeatGeek’s success is the technological superiority the company has over its competitors. Legacy ticketing systems are generally known to manually report, overwork staff and be inflexible when it comes to configuration of events.

However, SeatGeek’s SRO service provides those in charge with extensive control across their organisation. This includes the most customisable rules-based engine ever created, with clubs also given valuable services for those using a powerful Application Program Interface (API). This gives third party providers the chance to build in tools that provide analytics, CRM, data, dynamic pricing and so on.

Fans praised the SeatGeek’s SRO platform last season, when the service was in use for a series of semi-finals and finals at Wembley Stadium. Over 95% of all tickets were sold online using SeatGeek’s online applications with not one complaint received. Instead, hundreds of positive comments were left across social media regarding the ease of the sales process.

Joyce claims SeatGeek will continue to grow and adapt in the future, using the impressive technology that is accessible.

“We will continue to listen to the market’s requirements; build for the future and one club at a time grow the footprint of our SRO platform to deliver an excellent all-round ticketing experience for as many clients and fans as possible.”



Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Orreco.AI: Transforming the way athletes recover and perform

Orreco.AI is a new AI technology tool that aims to help advance athlete training, athlete performance and management of injuries in sport.

This innovation in data collecting technology has one goal – to give athletes the power to control and better their performance using a range of data points never seen before in the industry.

Led by CEO and Sports Scientist Dr Brian Moore, Orreco has had a plan since 2010 to innovate sport by leveraging technology to better athletes’ performance and management.

Since its inception, Orreco has lead research findings and released new, updated technologies to fine tune the accuracy of the data they show to athletes.

They released the app ‘@thlete’, which is a data and content platform for athletes that synthesises a range of data to help athletes better their sleep, wellness, preparation and recovery.

Orreco’s Recovery Lab is the precursor to Orreco.AI, with it being a similar concept that integrates data and metrics to improve wellbeing.

Orreco also released a pioneering free app called FitrWoman which is a leader in supporting women athletes during their menstrual cycle by providing education, training and nutritional support.

Orreco is fast tracking the Orreco.AI technology that is the first of its kind. The technology gives teams player pages with basic statistics such as distance covered, top speed and performance stats but also is providing coaches with an in-depth analysis on their fitness by using blood biomarkers to accurately pick up the data.

Minute-by-minute post-game injury scores and injury signals that give coaches a head start on protecting and managing their players.

Orreco.AI aims to also improve efficiency for athlete performance coaches through voice and text prompt interactions.

Orreco have harnessed three pivotal waves of AI – advancements in computing, cloud storage, and generative AI.

Their objective is to provide differentiated, actionable data that can help athletes transform their game.

Orreco’s AI suite is at the forefront, complete high performance platform converting vast amounts of data into actionable insights. Here’s how:

AI Charting:

AI charting allows direct interaction with your data through intuitive voice commands. For example, you might ask, “Please show me Peter Brand’s inflammation levels as a line graph.” Instantly, crucial insights are displayed, enabling faster, more informed decisions to optimise athlete performance.

AI Action Models:

Our AI Action Models can provide comprehensive overviews of any dataset with simple voice commands. For instance, “Show me athletes of concern and why,”  immediate evidence based answers, securely delivered as your data never leaves the platform. This functionality ensures proactive management of player health and performance.


The TRAIN module predicts training loads based on historical GPS data, creating sessions tailored to specific criteria — sets, reps, pitch size, and duration. Adjustments can be made in real-time, offering dynamic feedback. This efficiency not only saves time but also enhances training strategies.

AI Injury Risk Modelling:

Motion Signal delivers post-game injury risk scores by identifying deviations from normal movement patterns. This advanced warning system helps prevent injuries such as hamstring strains. As in-game data becomes available, real-time injury risk scoring will further enhance preventive measures.

Orreco’s mission with this particular technology is to empower teams and players to reach its peak performance, maintain health and extend careers.

There has never been a higher demand for athletes than in the current sports landscape. More games being played, more minutes on the pitch, more travel, and an increase in high intensity training has led to the increase of a risk of injury, shortened careers and poorer performances on gameday.

This AI technology innovation highlights a shift in how professional sporting clubs and athletes are viewing the current situation and willing to do what they can to mitigate the potential soft-tissue injuries that arise.

Lumosa: Illuminating the world game through LED lighting

Lumosa are a British based technology company that provide comprehensive LED lighting to a vast variety of sporting codes on a global scale.

Specialising in sport stadium, field and ground lighting, the company prides itself upon providing a high quality series of products which are sustainable and durable.

Versatile within their line of business, they have built quite the portfolio across a vast number of sporting codes.

They have covered but not limited to golf, tennis, field hockey and football with the latter a primary focus of the business.

The objective of the company is to provide optimal visibility to sporting entities at an affordable level without the compromise of quality or the effectiveness of the products on offer.

Fundamentally the company are strict upon their sustainability mission. The products on offer, notwithstanding their size, use the lowest amount of CO2 emissions in comparison to rival lighting companies, giving Lumosa a competitive advantage within their niche field.

Footballers across all levels of the sport, from grassroots to seniors are training primarily under the floodlights of the night sky.

Although not a factor controllable by footballers themselves, they are at the forefront of how lighting can impact their performance.

Exceptional football lighting upon a pitch has been proven to give players an advantage. Movement is identified better by participants, given colours have become stronger all courtesy of high quality lights.

It allows them to make accurate passes, execute team movements, execute tactics, and anticipate movements of the opposition.

Furthermore, it enables coaches to execute training sessions thoroughly. The training of tactics, formations and team plays can all be adequately taught to players under the flood lights.

In addition, the improved visibility assists players in avoiding collisions with each other or with the ball in dispute throughout a match situation, the risk of injuries or collisions are ultimately lowered.

Also clear visibility can allow players to make better decisions regarding shooting, passing, tackling, defending positioning and attacking awareness, all leading to a more strategic, effective and decisive gameplay.

Lumosa’s optimal LED lighting products are designed upon the latest innovation within lighting. With LED lighting, it becomes the main choice in comparison to halogen and florescent choices due to its energy saving nature.

30% of energy consumption is saved within Lumosa’s products, understanding the game as a youth player and having had relatives on club boards, it is evident that lighting comes at a price.

A price in which junior clubs may not be able to afford.

There have been many instances where the lights at training go out, unreliable, yet expensive in operation costs due to their power consumption.

With adequate and weatherproof lighting, clubs are able to schedule matches and training sessions during night time sessions, this can lead to the expansion and development of their playing cohort.

Lumosa’s lighting products may be the way forward for the effective approach towards sustainable lighting for grassroots football clubs.

Although a subtle change, the possibilities of what more adequate lighting can provide to a club are endless.

The football industry in particular can benefit immensely from the implementation of Lumosa lighting around stadium and training ground facilities.

Improved spectator experience, combined with the improvement of player performance and youth development are all factors in which are hard to ignore.

With technology becoming more advanced on a broader scale, the details are now being refined in order to achieve the highest capacity possible out of every facet involved throughout the sport.

Although lighting may not be at the forefront of priorities required for the improvement of a football club’s development and operations, it is still a factor for which must be considered upon.

Looking ahead, Australian football clubs and stadiums who are in need of a sustainable yet durable lighting solution should look to Lumosa to implement the necessary changes provided by the lighting firm.

Most Popular Topics

Editor Picks

Send this to a friend