Ticketing management powered by Advanced 

Liam Watson

English Premier League club Southampton are one of Advanced’s clients, who present as a ticketing solution for venues.

In a time where Covid-19 has forced the need to introduce modified seating arrangements related to capacity when it is safe for fans to return, ticketing management has never been more important.

Advanced have created a range of software systems for a vast number of clients across many industries, where sports, venues and events are one of the categories under the umbrella. 

Partnering up with an array of organisations, Advanced is all about making a positive impact on millions of people’s lives, with continual investment in people, partnerships and their own technologies, where they can then stay focussed on their markets’, customers’ and stakeholders’ needs. 

Advanced allows customers to drive their efficiencies, savings and growth opportunities – using focused, right-first-time software solutions that can evolve depending on changing needs of their business and the markets they operate in. 

Advanced prides itself on being the ultimate in-ticket management and e-commerce software solution for the UK and internationally within the sports industry. Southampton have already been in a a key partnership for a few years. 

“Southampton Football Club (FC) has announced its decision to partner with Advanced and implement the new version of its innovative ticketing ecommerce solution, TALENT Sport, as part of a multi-year agreement,” they said at the time of agreement. 

“Improving the overall fan experience when purchasing online, especially during periods of high demand, the solution will help to increase the club’s volume of online ticket sales through a fully mobile responsive site and intuitive online customer journey.  

“Southampton FC will use fan data held within the solution to engage with fans online, targeting them with relevant promotions based on their preferences and interests, as well as providing an easier ticket buying process.  

“All online purchases will be managed through the TALENT Sport website, ensuring a fast and secure online experience that allows customers to make multiple purchases in one single transaction, on a range of devices.” 

Advanced’s ticketing solutions are capable of being fully moblie responsive, enabling the site to be automatically adaptable to any device – whether it be PC, tablet or mobile. No matter what device, a client’s customers will have a seamless viewing experience and able to purchase tickets 24/7. 

The software is designed specifically for clubs and venues, where a focused commerce platform gives a team’s supporters a fast, reliable and easy-to-use platform to purchase tickets whether it be online, in-store or directly from the ticket office.  

Advanced partners will have the peace of mind of knowing that customer purchasing needs are met. Clubs can also take control of their customer data, which is integrated in the TALENT engine – to profile and engage with fans more intimately with targeted communications. 

For a club like Southampton, part of the changing landscape was to cope with Covid and tier-level restrictions, where for a short time the Saints were able to allow up to 2,000 fans in St Mary’s Stadium. 

“It was an easy decision to choose Advanced’s solution,” Danielle Lewis said, Head of Ticketing & Hospitality at Southampton FC.  

“It was essential that we used technology to lead the way in our fan engagement strategy, and Advanced’s track record and credentials in the sports sector are second to none.  

“We have been working collaboratively with Advanced to define our requirements and objectives and we are confident that they will enable us to achieve our goals, improve our fans’ online experience and deliver a first-class solution.” 

The highly robust software, which operates 24/7 in the private cloud, guarantees first rate levels of service and performance. One of the features that Southampton benefit from is Advanced’s buy-back system, which allows anyone who cannot make a match to release their ticket back to the club. The club will also be able to manage the secure sale of the ticket to another fan, where these measures can help ease these fans back into the stadium are Covid restrictions eventually ease. 

“Fans are leading the way in the digital era, expecting around the clock, fast and reliable access from any device when purchasing from clubs,” MD, Specialist Solutions at Advanced, Mark Dewell said. 

“It’s rewarding to see a number of clubs recognising that our solution can deliver that connected fan experience.  

“We are looking forward to helping Southampton FC keep one-step ahead of their fans’ requirements now and for the long term.” 

To see more on Advanced, you can find it here.

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Tottenham modernises stadium technology with major IT overhaul

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Image credit: Yau Ming Low / Shutterstock.com

Tottenham Hotspur has completed a major upgrade of the digital infrastructure that underpins its stadium operations, highlighting the growing importance of technology away from the pitch.

The Premier League club has partnered with Hewlett Packard Enterprise (HPE) to modernise its IT environment, replacing legacy systems while introducing new networking, automation and connectivity capabilities across Tottenham Hotspur Stadium. The project also reduced the club’s virtualisation licensing costs by more than 85 per cent following its migration from VMware to HPE Morpheus software.

While cost savings were one outcome, the wider objective was to simplify how the stadium’s technology is managed.

The upgrade brings networking, servers, storage and virtual infrastructure under a single operating platform. Tottenham is also introducing Wi-Fi 7 throughout the venue, supporting everything from digital ticketing and cashless payments to mobile services and high-density fan connectivity on event days.

The investment reflects the changing role of football stadiums.

Modern venues increasingly serve purposes beyond football. Tottenham Hotspur Stadium stages NFL games, concerts and other large-scale events throughout the year, placing increasing pressure on the technology that supports daily operations. Reliable digital infrastructure has become as important as physical infrastructure in delivering those experiences.

Across football, clubs are increasingly viewing technology as an operational asset rather than simply an IT requirement. Investments in automation, connectivity and cloud-based management can improve efficiency behind the scenes while enhancing the experience for supporters inside the stadium.

For Tottenham, the latest upgrade is another step in positioning its stadium as a multi-purpose entertainment venue. It also reflects a broader trend across elite sport, where digital infrastructure is becoming central to matchday operations, commercial activity and long-term venue management.

The Spreadsheet Is Dead: Majestri’s Fix for How Clubs Actually Assess Players

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If you’ve ever sat through a club’s end-of-season review, you’ll know the drill. A coach pulls out a folder of notes, someone half-remembers what a player was like back in Round 3 and a parent quietly wonders what they actually got for their rego fees beyond a team photo. Football club platform Majestri says it has a fix for that, and it’s built directly into its Player Assessment module.

Why clubs bother assessing players in the first place

According to Majestri, clubs run player assessments for one of three reasons – usually more than one at once. Some are chasing genuine development, using the data to lift the level across their high-performance squads. Others are after a fairer way to pick teams, putting every player on the same measurable scale so selection is based on evidence rather than a coach’s gut feel about who “looks the part.” And for clubs operating under a Football Australia or state federation licence, assessments at set intervals often aren’t optional – they’re a compliance requirement, with the paperwork to prove it when asked.

Whatever the motivation, Majestri’s pitch is the same: don’t let that assessment data die in a spreadsheet on someone’s laptop.

Build your own assessment, your way

There’s no one-size-fits-all template here. The Assessment Designer lets technical directors set their own criteria, sort them into whatever categories their coaching staff already use – think core skills, possession, defending, attacking – and decide what each point on the rating scale actually means. Crucially, every criterion also gets a comment field, because a bare number rarely tells the full story of a player’s development.

The Assessment Module Builder for an NPL Juniors assessment
The Assessment Module Builder, showing an NPL Juniors assessment with a 1-10 rating scale banded from under performing through to excelling and role-specific criteria grouped into core skills, possession, defending and attacking. Source: Majestri.

Build it once and it’s reusable every time that assessment cycle comes around, so every player and every coach – is working off the same yardstick.

Something for the parents to actually take home

One of the more relatable pain points Majestri is targeting: most families never see much tangible return from a season of fees beyond a team photo. Player Assessment addresses that with report cards – colour-coded against the same scale coaches used, grouped by category with averages calculated automatically, and delivered as a PDF or an interactive web page a parent can read without needing a coaching badge themselves.

A player report card for an under-15 player
A report card for an under-15 player, colour-coded from under performing to excelling, with a score for every criterion and a group average across core skills, possession, defending and attacking. Source: Majestri.

 

Turning the numbers into something useful

The real value, though, sits in what Majestri calls the Player Analysis Lab. This is where clubs can plot a player against their team-mates or an entire age group across two categories at once, spotting clusters and outliers at a glance. Every score gets read against the group average – so a “7” actually means something in context – and clubs can report at the broad category level or drill into individual fields underneath. The results can be filtered down and exported for selection meetings or grading purposes.

The Player Analysis Lab comparing players in an under-15 and under-16 squad
The Player Analysis Lab comparing seven players across under-15 and under-16 squads, with a scatter plot, a sortable table of scores against the player average, and controls for choosing which categories and fields to report on. Source: Majestri.

The admin side nobody enjoys, made easier

Beyond the flashy analytics, there’s a practical layer built for the volunteers actually running the process:

  • Sweep monitoring – a quick view of which assessments are done and which are still outstanding, organised into defined assessment periods so progress can be tracked against peers.
  • Individual development plans – every player gets a personalised plan, and clubs can group common improvement areas to run cross-team training sessions that lift the whole club rather than just one squad.
  • Access control – coaches and technical staff can only see assessments for the teams they’re responsible for, and completed assessments are only visible to people linked to that player’s registration.
“Hard numbers to draw on when you review coaching staff and curriculum – and something tangible for the players and parents who pay the fees.” – Majestri

 

The bigger picture

Majestri frames all of this as sitting on top of the club’s own data – assessment results live on each player’s profile inside the platform rather than in a spreadsheet that walks out the door when a technical director moves on. For committees, it also means hard numbers to lean on when reviewing coaching staff or curriculum, rather than relying on anecdote.

It’s a fairly clear read on where club administration software is heading: less about digitising paperwork for its own sake, and more about making the data clubs already collect actually work for player development, team selection and compliance  without adding to the workload of the volunteers who run the show.

For more information on Majestri’s Player Assessment module, visit majestri.com.au/player-assessment.

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