Ticketmaster’s New Digital Technology Eliminating Ticket Fraud In The NFL


Ticketmaster’s New Digital Technology Eliminating Ticket Fraud In The NFL

Thanks to Ticketmaster’s SafeTix technology, the NFL can stand for the No Fraud League.

The digital ticket technology creates a unique barcode that automatically refreshes every few seconds which prevents a ticket from being screenshotted or photocopied and sold multiple times by scalpers or second-hand sellers.

As part of Ticketmaster’s Presence digital ticketing and venue access control platform, SafeTix, which launched in May 2019, has been implemented by 27 NFL teams across 26 stadiums, including at MetLife Stadium, which recently renewed its partnership with the world’s largest ticket marketplace. The Los Angeles Rams, Los Angeles Chargers and Oakland Raiders didn’t use the technology this season ahead of stadium moves in 2020, while the New Orleans Saints and Dallas Cowboys opted out of the NFL’s deal with Ticketmaster.

“We really have eliminated fraud in the NFL this year which is incredible,” said Clay Luter, executive vice-president and co-head of sports for Ticketmaster North America.

Not only does the digitalization of tickets reduce and eliminate fraud while streamlining entry at venues, there are plenty of other benefits for fans and organizations. Teams are able to obtain data about fans who attend games in efforts to improve gameday experience, merchandise, marketing and more. At some venues, fans are even able to purchase merchandise and concessions directly from their seat with an app.

“Going digital unlocks a bunch of opportunities and takes away the burden you have with paper tickets like having to meet up at a bar or a certain street corner before a game,” Luter said. “Technology is unlocking a great convenience for the fans.”

Not only that, paperless tickets further sustainability and green efforts by Ticketmaster, teams, venues and fans. Luter said Ticketmaster has seen a 15-point adoption of digital year-by-year across the NFL with many organizations featuring 90% digital tickets.

“Going digital and going green is just a logical piece of this process,” he said. “I think everybody in the industry has a desire to eliminate the paper because it’s better for the fans and it’s better for the environment. There’s a huge upside to it.”

Ticketmaster is the official ticketing partner of the NFL, NHL, NBA and dozens of MLB and MLS teams. Luter said the SafeTix technology will be rolled out into other leagues starting in 2020 and moving into 2021. It was tested with Los Angeles Football Club at Banc of California Stadium last season and is being tested in the NHL and NBA this season.

“Fan education is a big piece of it,” Luter said. “We’ve been really excited because it’s been widely adopted in the NFL in particular, so it’s working, it’s being adopted and there really hasn’t been much friction with the fans.

“In the next two years you’ll see the industry transition into digital and the SafeTix environment.”

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