Transforming sports ticketing in Australia: A chat with INTIX founder Alex Grant

INTIX is quickly becoming one of the biggest event ticketing companies in the country, boasting many past sport partnerships with the likes of Melbourne Victory, AFL Victoria and the Tasmanian JackJumpers which lead to success. 

Since their inception in 2017, the company has expanded abroad with offices in London and New York, and the expert-run company is looking to solve all the frustrations that modern fans suffer with current ticketing services. 

In an interview with Soccerscene, INTIX founder Alex Grant discusses the company’s journey from organising large-scale festivals to making a strategic shift during the COVID-19 pandemic, the company’s point of difference in a competitive market and their ambitious goals to expand in the Australian sporting industry in the near future.

The company started in 2017 and has since expanded to the US and UK, why did you first start the company and how quick has the growth been since then? 

Alex Grant: INTIX was founded in 2017, but I also like to think that in 2022 we became what we are today. Obviously 2020 to 2022 was a bit of a nightmare for anyone working in Sports and Events but after that period we grew quickly.  

Prior to 2017 we were more in the festival space, so I’m talking the large scale events that aren’t at venues, and then once COVID hit we had to revisit our business area, and in Australia where we had the majority of our business at that point, spectator sport was still allowed to happen.

That is when we reviewed our entire tech stack and rebuilt the system from the ground up between 2020 and 2023. We have an improvement based on client feedback rule where, if a client asks for an improvement that is going to benefit many clients, we build it right away, to make the best possible ticketing platform available.

About mid-way through 2022 things started ticking over again in Australia, so at the end of 2023 we decided to expand internationally, and now we’ve got an office in New York and one in London which happened only the last 5-6 months. 

Recently Ticketmaster and these other companies have left fans frustrated, what is INTIX’s point of difference as a company?

Alex Grant: First point of difference is that all the data is owned by the organisation, meaning everything that occurs within our platform is the organisation’s data, and not owned by any ticketing companies. 

With other ticketing companies, customer data, and the relationship with the customer doing that purchase, is all essentially held by the ticketing company. Organisations can get access to that data through various reporting systems, but it is not immediate or a given, and in most cases a lot of that consumer data is owned by the ticketing companies. That means that customer relationship is essentially non-existent between the club and the consumer which limits fan engagement opportunities.

The other part where we differentiate is with live fan engagement. With our system you can segment on different data points and then, for example, communicate to customers live in the venue. If I wanted to send an SMS or a push notification to everyone who was scanned into the venue because someone kicks a record goal in the A-League, that communication can happen live both from a commercial point of view and a fan experience point of view.

You’ve had a deal with Melbourne Victory and now you’ve got the Football Victoria partnership, Is there an ambition for the company to grow within Australian football?

Alex Grant: Our ambition is to be the number one sports ticketing company in Australia. We believe we have a product that can improve, not just the ticketing experience, but also streamline event management, game-day operations, the customer purchase process, fan engagement and commercial opportunities.

We are working with a number of large sporting organisations in Australia, including various football organisations, and are definitely looking to continue to grow in this space.

Proving what we can do is certainly part of the bigger picture to be a leader in the sports ticketing industry in Australia. 

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Yarraville Glory FC: Building Community Through Football

For Yarraville Glory FC, football isn’t just about competition—it’s about connection. Whether through the partnerships with Mells Football Academy & Summer Holiday Football, or fundraising efforts like Think Pink, the club is creating more than just players; it’s building a stronger, more inclusive community.

Speaking with Soccerscene, President of Yarraville Glory FC Jim Babatzanis discusses how the club is making football accessible for all and turning the game into a powerful tool for junior growth and family bonding.

Can you tell us about the club’s mission when it comes to community involvement? How has that shaped Yarraville Glory’s identity?

Jim Babatzanis: Our goal is to get everyone together—parents, kids, seniors—all involved together. We want to bring it back to when we played as kids, when you would stay at the ground all day, and parents would connect with parents from other teams. It’s about making the club feel like a family, not just a community. We’re starting to bring that back slowly, and we can already see the positive impact.

How do you ensure that football at Yarraville Glory FC is accessible and inclusive for people of all backgrounds and abilities?

Jim Babatzanis: We’ve done indigenous training; we’ve done all different types of training. Last year, we had African community leaders come in and have a chat with us as well. We want to include everyone because, at the end of the day, we’re all the same—our differences don’t matter. 

Yarraville Glory FC has recently formed an official partnership with Mells Football Academy. What does this collaboration mean for the club, and how does it fit into the club’s long-term vision?

Jim Babatzanis: For us, this partnership provides more training for our juniors in a smaller, more intimate environment. Coaches will be handling 15 kids and aren’t able to coach individually; they have to coach for a team environment. For us, the vision is for us to guide our juniors all the way to the senior team. George Mells, who has played in the A-League and overseas, has helped us in these academies, bringing invaluable experience to help develop young players. As well as this, James Golding, our technical director, his work that he does with us is unbelievable. I’m most excited about seeing the kids improve their skills and play at the highest possible level they can achieve.

Could you please tell us a bit about the Summer Holiday Football Camp? What should players and parents expect from this camp, and could you walk us through how the camp was structured and what makes it a unique opportunity for young footballers?

Jim Babatzanis: Firstly, it gives them time to be away from technology and be out and about, and George creates a fun environment for the kids. They spend the day there playing, training, learning new skills, and meeting new people as well. It’s not just kids from our club that go to it; kids from multiple clubs come for the camp. Every school holiday, every term, they have these camps available.

How does the Summer Holiday Football Camp align with the broader goals of Yarraville Glory FC in terms of developing young players, fostering team spirit, and instilling a love for football in the community?

Jim Babatzanis: Keeping the kids playing the game, the game that they enjoy. For me, the more the kids play the game, the more they fall in love with it. I know from my kids, even though they play in the girls, when they’re not there, they won’t be as inclined to play it. Kids these days have different varieties to pick from. Keeping them in love with it, that’s all it is.

Could you walk me through the origins of the GO Family Program and how the partnership was formed? What were the initial goals of this collaboration, and how did it all come together?

Jim Babatzanis: The GO Family Program was formed through the council and Football Victoria. They approached us and other clubs like Maribyrnong Swift and Footscray United Rangers on if we would like to participate, and we agreed. Our first term had solid numbers, but the second term was a bit harder since many kids were already training with their clubs. Still, it’s a great initiative; families that have enjoyed it and had the chance to have a kick with their kids, usually the parents don’t get that opportunity.

The Think Pink campaign has been a significant initiative for the club. Could you share more about how it started and how the club involves its members and supporters in the fundraising efforts?

Jim Babatzanis: Pink Ribbon Day started a long time ago, way past my time being in the committee and president. It began after one of our supporters wives battled breast cancer. We wanted to give back to a good cause. Everyone gets involved—volunteering, donating, and participating in activities like jumping castles, cake stalls, and popcorn machines. One of the most memorable initiatives was when our technical director, James, shaved his long hair to raise funds. The kids loved it, even spray-painting his hair pink before cutting it off. 

Could you share a memorable moment from a fundraising event that really showed the community spirit of Yarraville Glory FC?

Jim Babatzanis: That hair-shaving event was probably one of the most memorable events on the pink ribbon day. Seeing all the kids having a laugh, the parents watching on, and the whole community being involved—it was a special moment. 

Thinking back on your time as president, what has been the most fulfilling or rewarding experience for you when it comes to the club’s work within the community? 

Jim Babatzanis: Growing our junior bases. When our committee took over, we had 180 registered players at the club. Now, we have 420 players and counting. Our female program as well; we went from two female teams to nine since my presidency. For us, that’s been huge, and for me personally, that has been really rewarding.

With the club’s focus on both sporting excellence and community engagement, how do you manage to strike a balance between those two aspects? 

Jim Babatzanis: It’s hard because there is a fine line you’re tinkering on. Kids want to play for fun, but they also want to win. We work to nurture both aspects by improving our coaching staff and training methods. Our technical director, James, plays a big role in this, assisting our coaches in developing the kids. Knowing that each team is different and being around it is important. Feeling the vibe of the team and parents can be challenging, as the president when it comes to winning and losing. You don’t want to lose that community feel of the club.

Steadfast Supports CCM Women’s A-League Team

Steadfast CCM

Steadfast Group has enhanced its partnership with the Central Coast Mariners (CCM), becoming a Premier partner of the club.

First having collaborated with the club in 2019, Australasian insurance broker network Steadfast joined the Mariners as a supporter.  However, the new renewal will see Steadfast rewarded for its loyalty with key branding locations, most notably featuring on the back of the CCM Women’s kit.

Central Coast Mariners Head of Commercial Operations, Olivia Rebelo lauded Steadfast’s critical dedication to the club.

“Steadfast’s ongoing support shows their strong commitment to football on the Central Coast. Since 2019, they’ve played a key role in our journey, and as we begin this new chapter with the Women’s A-League team, their continued backing reflects the shared vision and ambition of our organisations,” she said via press release.

“We are thrilled to have Steadfast Group as a Premier partner, aligning with our A-League Women’s team. Their support highlights their dedication to empowering women in sport and making a meaningful difference within our community.”

Steadfast Founder, Managing Director and CEO, Robert B. Kelly AM signalled how his organisation wanted to help women’s sport thrive across the country.

“We endeavour to make positive contributions in our communities, and sports are an important facet of community for many Australians. We’ve seen the profile of women’s sports, including football, rise over the past few years and we want to see that continue,” he said in a press release.

“Steadfast is proud to support the Central Coast Mariners, a partnership we have had for the past seven years, and I wish the Women’s A-League team a great season of football.”

The updated partnership between Steadfast Group and the Central Coast Mariners, indicates a positive and bright future for woman’s sport along the Central Coast as both organisations work to increase female participation in sport.

 

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