Maximising Stadium Capacity and Fan Experience: Arsenal’s Approach to Ticketing and Fan-First Events

As we prepare for the 11th Summit in Madrid on 12 & 13 November at the iconic Riyadh Air Metropolitano, home of Atlético Madrid, we had the opportunity to speak with Tom McCann, Venue Director at Arsenal. He shared innovative strategies for fan engagement and stadium utilisation at Emirates Stadium. Tom discussed the club’s ticketing initiatives, including Ticket Transfer and Ticket Exchange, aimed at maximising attendance and enhancing the matchday experience for supporters. He also highlighted Arsenal’s unique "Take to the Pitch" event, which offers fans an unforgettable chance to step onto the legendary field. Join us as Tom gives an inside look at how Arsenal is creating a seamless, fan-first experience both on and off the pitch.

Tom McCann and his team 

Tom McCann is the Venue Director of Arsenal. He and his team are responsible for all commercial activities at Emirates Stadium including general admission and hospitality ticket sales, as well as ticketing and supporter experience. My team liaises with seasonal members, premium guests, international and domestic supporter clubs and fans with accessible needs, for both men's and women's teams. This year, Arsenal is also hosting 11 women’s games at Emirates. He also manages non-matchday events, from internal functions to major summer concerts. 

Ticket Transfer 

Ticket Transfer is a system implemented by Arsenal to maximise seat utilisation at Emirates Stadium. While most season ticket holders attend every game, those who cannot do so can easily transfer their tickets to someone within their network. This digital solution facilitates straightforward transfers through mobile devices or computers. The system is available to season ticket holders in both general admission and premium areas but not to members who purchase tickets through a ballot, as they are expected to attend. This initiative helps ensure a full stadium, enhancing the matchday atmosphere and providing valuable attendance data. 

Ticket Exchange 

The ticket exchange at Arsenal operates similarly to ticket transfers, allowing season ticket holders to put their seats on an exchange for other members to purchase. With 23 games included in the general admission season ticket, it’s recognised that not every season ticket holder can attend every match. The ticket exchange ensure that all seats are filled. Given the high demand for tickets, all those not reserved for season ticket holders are allocated through a ballot. This system helps ensure that those accessing tickets are genuine Arsenal members and supporters, protecting against ticket touts and bots. Before running the ballot, Arsenal uses software to screen applications and safeguard against fraudulent activities. This also allows the club to know exactly who is present in the stadium at any given time. 

Advise 

Arsenal strives to provide our supporters with the best experience and create an exciting matchday atmosphere with a full stadium of genuine fans. Their utilisation scheme encourages season ticket holders to attend at least 20 of the 23 games. Failing to do so risks losing their ticket for the following season. Whether supporters attend themselves, transfer their tickets, or make them available on the exchange, it ensures maximum utilisation. Ultimately, they aim to be fair to our supporters while fostering an incredible atmosphere for the team. 

Take to The Pitch Event 

The Take to the Pitch experience at Arsenal took place over three days at the end of the season, allowing supporters to enjoy the full matchday journey. Participants entered through the Player’s Entrance, used the Home Dressing Room, walked through the Player’s Tunnel and played on the famous pitch, guided by Arsenal coaches. This event received overwhelmingly positive feedback, with supporters from various backgrounds describing it as a dream come true. 

Aligned with Arsenal's 'Be Together' fan engagement strategy, the event aimed to connect supporters with the club and their footballing heroes. It highlighted the bond between different generations of fans and provided a once-in-a-lifetime experience. The event utilised the annual seasonal Pitch Events, where club partners and community groups play on the pitch before it is reseeded. The Stadium Tours & Museum department coordinated with groundskeeping staff to deliver this unique opportunity for supporters. 

👉 The full version of this interview is available exclusively for ESSMA-members on our Knowledge Platform