Digital Revolution: Kenyan clubs need to embrace e-ticketing

In an era defined by digital innovation and rapid technological advancement, the world of sports isn’t immune to the transformative power of the internet.

Football, being the global phenomenon that it is, has witnessed a steady evolution in the way fans engage with their favorite clubs; from social media to other fan-themed interactions to keep the connection alive.

One significant aspect of technological evolution in the game is the transition from traditional paper-based ticketing to the modern convenience of online ticketing, something that we have not embraced well in Kenya.

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Perhaps, for the longest time, Kenyan clubs have shunned the idea of e-ticketing.

But, it seems the time for the idea has come and as they say, nothing can stop an idea whose time has come. And, it is time for clubs to think, rethink, and implement online ticketing.

AFC Leopards chose that path in September this year and have not turned back since then, opting to deal with the teething problems that came with the whole ideal as opposed to abandoning it all the same.

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It has not all been in vain for Ingwe as they managed to collect Ksh 4,264,600 in just two matches; one against Shabana and the other one against Gor Mahia in the Mashemeji Derby.

To put the figure in perspective, from the two matches they collected almost a million more than they did in the 2022 financial year as per the club’s audited books of account, Ksh 3,466,905, from gate collections.

For Leopards, the process seems to have gotten better but still, there is room for improvement to ensure that they optimize revenue collection for the system by blocking loopholes emanating from ticket verification.

And now, record Kenyan champions Gor Mahia have shown indications of doing the same.

On Tuesday, Gor announced that they would be rolling out online ticketing for their match against Murang’a Seal set for Sunday.

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True to the words of the club’s Chairman Ambrose Dickson Rachier, the 20-time Kenyan champions saw tickets for the match listed with events ticketing company Tikiti at Ksh 200 for regular seats and Ksh 500 for the VIP section.

Whether the arrangement will continue past the game this weekend or not is still a grey area, with Rachier stating that they will be considering the possibilities of carrying on the same but offering no commitment.

Having the two biggest and most successful clubs in Kenya embrace e-ticketing is a step in the right direction, one that should be lauded and supported by all the stakeholders of the game to make it seamless.

Online ticketing is not an all-new concept in the local scene, with Leopards having tried the same in 2013 when they used Zizi Ticketing before the same was fought down by a section of the club’s management back then.

Ingwe tried it again sometime in 2019, with Kariobangi Sharks also giving it a stab in several instances.

Despite the attempts, no club has managed to do it consistently, a trend that, hopefully, Leopards will break and carry on the practice to the end of the current campaign and even the seasons that follow.

Returnees Shabana FC should follow suit, with the likes of KCB FC whose owner and sponsor is a household name in the banking sector and has been involved in numerous electronic banking projects, something that the team can implement well.

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With their facilities, Ulinzi Stars and Kenya Police should be at the forefront not only to use e-ticketing but also to introduce season tickets for their fans.

The same should apply to other well-established teams including Bandari FC and Tusker FC who can offer the same.

Recently, reports emerged that an impostor duplicated and sold fake tickets when Shabana hosted Gor at the Kasarani Stadium, reaping big at the club’s expense.

The action elicited debate online from not only Shabana diehards but also local football enthusiasts, with both sets calling on the Kisii-based side to embrace online ticketing to ensure they maximize the massive following they enjoy.

During the Tisini Football Finance Training in March 2021, Liz Matimu, a partner at theKKCO East Africa LLP, an independent accounting and advisory firm of Certified Public Accountants, opined that up to 30% of the amounts collected when clubs use cash ticketing

is likely to get lost.

“As long as our clubs continue using cash for match receipts, 30% of the amounts will be lost. Cash accrues huge risks,” she offered then.

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However, clubs that embrace e-ticketing have to put checks and balances to ensure that the stewards manning the ticket verification booths do not use the opportunity to steal from the teams by letting in fans at charges lesser than the ticket amounts and then pocketing the proceeds.

There have been instances before where the ticketing stewards have asked fans to send money to specific mobile money accounts that are not recognized by the clubs they represent.

When that has not worked, they will opt not to tear the tickets completely but instead take it as a whole and then resell it to fans arriving later. Again, at the expense of the club.

There is no excuse for teams that are regarded as wealthy clubs in the FKFPL to not embrace e-ticketing.

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With proper implementation, e-ticketing should not only help optimize revenue collection for clubs but also help with queue management during matches as a way of mitigating unfortunate incidents such as what happened at Nyayo Stadium in 2010.

Further, as a way of enhancing their engagement and relation with the fans, clubs that use online ticketing can develop loyalty programs to reward their fans based on the number of matches they attend in a given season.

Well done Ingwe for walking the talk on that front, maybe your fans would appreciate it more if the onfield results match their scorecard in the ticketing field this season.

Let’s embrace it.