sharepa Talks with Ticketing Professional Shah-­Zeib Ahmed

This is the first episode of our new series "sharepa Talks: Exploring the Future of Sports and Ticketing". We invited Shah-­Zeib Ahmed, an experienced business, commercial, mega-­events, project and account management professional, with strong industry-relevant academic background and a track record of delivering projects across the globe. In this interview, the renowned ticketing expert dives into the latest technologic trends, challenges and the future of ticketing in sports and beyond.

  • How do you view the role of digital transformation in ticketing for an improved fan experience?
We often talk about creating seamless experiences and ticketing is absolutely one of the best opportunities for doing so. With the majority of people now owning Android or iOS smart phones that contain digital wallets, and wide spread use of apple pay and tap to pay mechanisms now being widely utilized across payments, public transport, loyalty, boarding passes, gift cards, public expectation is already expecting a similar experience when entering a stadium for a match. Paper tickets are not only environmentally unsound, they present a security risk due to the ease of duplication and difficulty in preventing counterfitting. This might all sound obvious except for the fact that there are still plenty of clubs that haven't fully migrated to digital tickets. Moving to contactless entry through NFC enabled turnstiles, decreases congestion at stadium entry points and through facial ID helps to reduce non-authenticated fans. If the ticket purchase process was also connected to a SSO login then the ticket and identity can be combined allowing club's to provide simpler access to ticket through mobile and website (similar to an airline showing you tickets connected to your account). This then naturally allows clubs to introduce new products and services tied to the member ID which could in turn be connected to a membership or loyalty program where different tiers gain access to different access, exclusivity and experiences. A high tier member, entering the stadium with their NFC digital ticket, can immediately be identified at the moment they scan their ticket, and a push notification can be sent directly to the digital wallet (even if the user hasn't downloaded the club's app) to surprise and delight the fan with an upgrade, discount or relevant promotion. In short, tickets and attending matches is a core part of the fan experience for some portion of the fan base, and digitally transforming the ticket experience and connected with a unique fan id, provides further opportunities to personalize and improve the fan experience using the digital wallet as a direct and real-time communication channel.
  • In general, how innovative did you experience the ticketing area during your time at Real Madrid?
This depends on which type of ticketing you're referring to. Of course there is VIP/hospitality, Sponsor suites, GA, season ticket holders. There is a wide degree of variation in terms of attitude towards innovation with the season ticket area (given that they are socios) typically being the more conservative, GA predominately being managed by a third party and hospitality an area looking for more innovative solutions. These tend to be a collaboration between digital, technology and the business unit and the business units themselves have limited resourcing to driving innovation.
  • What opportunities do you see for a platform like sharepa in expanding data control and security within ticketing systems?
Given that internally distributed tickets can often be an afterthought, a solution like sharepa can be very helpful in managing this ticket flow which at times can get quite complicated, especially when you consider group ticket management. With hospitality we did find that on occasions we would see resistance around anything that associated data or identity with individual passes for a suite as this was considered private to the suite owner. This is something that definitely needs to be taken into consideration.
  • How can sharepa’s decentralized ticket management reduce the workload for teams?
At real Madrid internal tickets were managed by internal employees who had to respond to emails and other requests. If this could be automated it frees up time for other tasks.
  • sharepa simplifies ticket sharing for sponsors and enables them to self-manage even big ticket contingents. To what extent can this simplify and improve collaboration with sponsors?
This will depend largely on the individual sponsor and how they want to manage their ticket allocation. For those whose execs wish to invite people within their network I would imagine that the more streamlined and simple the flow can be the more they will appreciate this. For example, perhaps during a dinner they tell their dinner invite to come to the match and having the ability to quickly share a ticket or link from their mobile phone in the moment with a simple registration and acceptance of the ticket for the counter-party will be much appreciated. I'm not sure that I can see it driving any specific value for the club in terms of sponsor retention or new sales, however. For larger organizations that may want to make the access more decentralized, having some type of enterprise level dashboard to allow specific teams to request tickets or access tickets, with analytics that the sponsor has visibility over who is using the tickets and suite is probably valuable. I don't have first hand information on this though so I'm somewhat speculating here.
  • Can advanced ticket distribution and sharing solutions be a crucial upgrade for corporate hospitality at clubs?
In a similar way to digital tickets themselves - having a bad user experience is likely to reflect poorly, whereas having a good user experience may not move the needle. Depending on the types of clients and how the club views hospitality it might provide opportunities for upselling, upgrading and personalization.
  • What role do you envision for white-label ticketing solutions in meeting brand customization needs for clubs? At this moment football clubs hardly use white-label solutions.
I think as long as the UI/UX is modern, clean and provides a simple user experience that gets the user to their goal quickly, the branding can be lite touch. If it were me, a custom domain, logo placement and perhaps font selection is probably sufficient.
  • Do you think easy and secure digital ticket-sharing can help to improve stadium attendance rates and reduce no-shows?
For this I would need to see the numbers. I'm not sure right now that I'm convinced it will have a measurable impact on business outcomes. I see it more as a hygienic need, something that is necessary to stay up to date, but possibly difficult to tie to any solid KPIs or metrics. I could imagine that if the process is really streamlined and simple, then user satisfaction scores could be elevated if you were to add a simple customer feedback step at the end.
  • What do you think are the next developments in ticketing in sports/football?
I'm very interested in ticket derivatives products such as right-to-buy options for high demand tickets. This is the ability to buy pre-primary sale a right to buy a ticket at the face value at some point in the future. This can be combined with some interesting mechanics to create for example, an option to see two teams meet in the finals which only converts if those teams meet. This same inventory could then be sold for any other combination of teams meeting in that same match. This can be extended to travel packages for fans attending from outside by bundling hotel rooms with the tickets, thereby also selling the same hotel and ticket inventory multiple times over.
At some point, ticketing and secondary market will likely move to blockchain with the goal to stop the black market secondary trading of tickets. FIFA is already looking into this.

What trends in ticketing technology are most significantly impacting the industry today?

Shah-­Zeib Ahmed: The ticketing industry has shifted focus towards enhancing the customer experience, making "Know Your Customer" (KYC) a critical metric. Innovations like dynamic pricing, mobile ticketing, and blockchain technology are transforming the wider industrial landscape. Dynamic pricing adjusts ticket costs in real-time, reflecting demand and boosting revenue, while mobile ticketing prioritises convenience, integrating seamlessly with fan engagement tools. Blockchain enhances transparency and security, ensuring tamper-proof tickets and trustworthiness. These technologies allow organisations to refine the entire purchase journey, offering personalised experiences that engage fans before, during, and after events. While many of these technologies have already had their limelight, the execution of these remains subject to improvements.

How are rights holders adapting to changing fan expectations around digital ticketing?

The industry has already transitioned to a largely digital ticketing process, even where physical tickets remain. Many rights holders now embrace digital-first solutions, integrating mobile apps for frictionless access, real-time updates, and in-app ticket transfers. Personalisation, driven by data insights, is becoming a priority, offering tailored promotions, exclusive upgrades, and dynamic loyalty programmes. To address fans' nostalgia for physical keepsakes, many organisations also provide collectible "souvenir tickets" as a hybrid solution. This balance ensures innovation while preserving sentimental value.

What can small events learn from large-scale ticketing operations, such as those for World Cups or the Olympics?

Small events can adapt scalable technologies from global tournaments to enhance fan engagement and operational efficiency. Dynamic queuing systems ensure fair and smooth access during high-demand periods, while data analytics can uncover audience insights for more effective marketing. Adopting robust mobile ticketing systems also elevates professionalism, ensuring fans have a seamless and user-friendly experience. By focusing on these adaptable strategies, small events can foster trust, encourage repeat attendance, and create memorable experiences.

How does the ticketing approach for regular, recurring events, like football seasons, differ from one-off or compressed events, like concerts or international tournaments?

Recurring events, such as football seasons, prioritise fostering loyalty through season tickets and membership schemes, ensuring predictable revenue and building a sense of community among fans. In contrast, one-off events drive urgency, leveraging pre-sales, flash sales, and intensive marketing to maximise immediate demand. The engagement strategy differs recurring events aim to deepen long-term relationships, while one-off events focus on high-impact, time-sensitive campaigns to fill seats quickly and maximise commercialisation.

What are some of the main challenges in ticketing that clubs and rights holders face today?

Clubs face challenges like fraud prevention, equitable ticket access, and managing secondary markets. Scalping and counterfeit tickets erode fan trust, while balancing affordability and profitability remains an ongoing struggle. Changing fan behaviours, such as preferences for last-minute or mobile-based purchases, add further complexity.

"The ticketing industry has shifted focus towards enhancing the customer experience"

What role do data analytics play in the future of ticketing for rights holders?

Data analytics underpins the future of ticketing, empowering rights holders to deliver personalised experiences. By analysing purchasing habits and attendance patterns, organisations can tailor pricing strategies, promotional offers, and event-day enhancements. Predictive analytics further optimise venue operations, improving staffing and resource allocation based on projected attendance. This data-driven approach not only improves operational efficiency but also strengthens fan engagement and loyalty through a more customised experience.

How can decentralised ticketing impact ticket resale markets, and what benefits does this have for rights holders?

Decentralised ticketing, powered by blockchain, brings transparency and accountability to resale markets. Each ticket’s journey is fully traceable, reducing fraud and ensuring fair pricing. This approach allows rights holders to control resale conditions, curbing excessive mark-ups that frustrate fans. By maintaining fair access, decentralised systems foster trust and loyalty while protecting the event's brand integrity.

In what ways are large and small event organisers looking to enhance security and transparency in ticketing?

Event organisers are prioritising security by adopting blockchain for tamper-proof ticketing and AI-powered fraud detection. Biometric verification at entry points is also gaining traction to ensure ticket authenticity. Smaller organisers are increasingly implementing mobile-based platforms for cost-effective transparency.

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