Rugby League Grand Finalists Hull KR are continuing to grow with the support of Ticketmaster Sport. The club’s Chief Operating Officer Craig Franklin talks us through the development of digital ticketing at the club.
How important is ticketing to Hull KR’s overall business model?
It’s fundamental. Season memberships and match tickets are the bedrock of the club’s income and the fans who buy them provide our unique and compelling atmosphere on gameday, which is making us famous right around the world.
Since partnering with Ticketmaster, how has the shift to digital ticketing impacted the matchday experience for Hull KR supporters, and what has been the overall feedback?
It’s been a core part of our strategy and a significant part of how we’ve been able to achieve growth.
Not only does it make it quicker, easier and more convenient for supporters, but it allows us to capture better data so we can further grow our match attendances.
If you look at the day we put the 2024 Super League Grand Final tickets on sale for example, we sold our initial allocation of 10,000 in hours. For the Wembley 2015 Challenge Cup Final it took a full week to sell the equivalent number of tickets, and that included a permanent three-hour queue outside the box office. The switch and focus on digital allows us to run much more efficiently and grow the club in other areas.
In 2024 we secured 12 out of 14 home sellouts in the Super League, achieving our all-time high average attendance record since we were formed in 1882.
Ahead of 2025 we’ve grown our season membership sales by a further 15% with months to go ahead of the new season. In ticketing, it’s one of those areas where you only hear feedback when it’s going wrong, but the ongoing surge in sales points towards an easy user journey and seamless process.
Which specific features of Ticketmaster’s platform have proven to be the most impactful for Hull KR?
We wouldn’t have been able to navigate our record-breaking 2024 season without it. The ability to offer priority windows to reward our full-season members for high demand away, cup and play-off games has been fantastic. Alongside this, the ability to offer a non-ticketed membership that gives supporters who can’t make every game the opportunity to purchase tickets has been really important to help us manage demand and reward supporter loyalty.
In what ways have Ticketmaster’s platform provided Hull KR with valuable insights into fan behaviour, and how has this data improved the matchday experience?
The integrated insight platform has allowed us to identify trends around supporter behaviour to convert earlier ticket sales and upsell memberships. Whether it’s identifying fans who usually leave it to the last minute to purchase tickets and alerting that to the lack of availability, or building up a picture of supporters who have a greater potential propensity to convert to a full-season membership.
The very targeted and niche audience segments we are able to identify has allowed us to send very specific communications to existing fans around stadium activities that are most likely to interest them, or supporter safety and comfort messages to specific groups ahead of their arrival at the stadium, to help give them the best possible matchday experience.
The move to digital ticketing has also considerably eased congestion around the stadium, whether it’s box office queues, or the speed we are able to scan and supporters to get them inside the ground.
Considering high-demand matches like the Hull derby, how has Ticketmaster’s flexible operating system supported Hull KR during peak times?
The option to switch on features such as the ‘Ticket Exchange’ not only gives the supporter who can’t make the game an opportunity to resell their place and gain credits to spend on future events with us, but it allows us to maximise the physical attendance inside the ground, and ensure every single spot is filled with supporters who can make it to support the team.
What benefits has Ticketmaster’s additional marketing support brought to Hull KR?
We are delighted to welcome Ticketmaster as one of our 2025 Amsterdam Challenge partners, which will see us take a game on the road to the Netherlands for the first time. The marketing platform and wider reach of the network has really supported us in the launch of that event and on-going marketing of it to new audiences. Particularly, event goers in the Amsterdam region who we would not be able to reach otherwise.
What are your views on the future of ticketing technology in sport, and how does Ticketmaster Sport align with this vision?
In a world with so much competition for people’s time and attention, we continue to face increased competition from challenger sports and other events. We believe fans want ease of purchase, and then flexibility to make it work for them. Whether that’s reselling their seat for a game, or having their ticket sent directly to their phone’s wallet, it’s about making it as easy as possible for people. Ticketmaster consistently revise their development road plan to roll out exciting new features that enhance the supporter experience and we can’t wait to see what they come up with next.
