Rugby Australia launches digital ticketing for Lions Tour 2025
Rugby Australia will implement a digital-only ticketing system developed by Irish company Tixserve for the 2025 British and Irish Lions Tour.
Tixserve, an Irish-based ticketing technology provider, has been selected by Rugby Australia to introduce a dedicated digital ticketing solution for the upcoming Lions Tour, marking the company's first major sports event partnership in the Australian market.
Under a multi-year agreement, the RugbyAU Tickets app—designed as a white-label stand-alone application—will be utilised to manage digital ticket delivery for travelling and hospitality guests. It will cover all Lions Tour fixtures, including the three Test matches between the Wallabies and the touring British and Irish Lions side.
Following its initial use during the Lions Tour, Rugby Australia plans to expand the app to include international and franchise matches.
App functionality
The Rugby AU Tickets app is designed to offer digital tickets protected from fraud and scalping, while enabling a range of features for supporters. These include real-time event notifications, integrated access to corporate and travel packages, and enriched match-day content. The app aims to cater to both travelling fans and hospitality guests.
James Durbin, Director of Commercial & Marketing at Rugby Australia, highlighted the expected ticket demand and customer benefits of adopting a digital approach.
"With sellouts expected across the country, a customer-focused solution such as Tixserve is vital to enhance our fans' experience. The system will allow streamlined entry to matches and other events, allowing fans to focus on enjoying the once-in-a-generation experience of the Lions Tour."
Durbin added, "We are delighted to be the first Australian rights holder to join with Tixserve and bring this fan-centric technology to our shores."
Expansion in Australia and New Zealand
Patrick Kirby, Managing Director of Tixserve, addressed the agreement and the company's broader ambitions in the region.
"This multi-year agreement with Rugby Australia marks a significant milestone in Tixserve's international expansion. Having successfully powered ticketing distribution for England's RFU, the Welsh Rugby Union, and the Scottish Rugby Union, we're thrilled to bring our proven technology to Australian rugby union fans for what promises to be the sporting event of the decade."
Kirby emphasised the versatility of Tixserve's platform. He stated, "Our digital ticket fulfilment platform is already used for a variety of sports and entertainment events, including cricket, tennis, football, and concerts in Ireland, the UK, and Hong Kong, and we look forward to getting the opportunity to respond to the business requirements of the wider Australian and New Zealand ticketing markets."
He also noted the benefits provided to both fans and event organisers: "In addition to top-level security, easy distribution and the guarantee that you are holding a genuine ticket, the dynamic nature of the platform allows fans elevated and content-rich customer service. At the same time, it gives event owners real-time validated data on their attendees. This environment enhances fan engagement, facilitates in-app marketing, and creates ancillary revenue opportunities for event owners and their business partners and sponsors, all while yielding significant cost savings compared to traditional ticket fulfilment."
Testing and security
The digital ticketing system has been trialled at Super Rugby Pacific matches and Wallaroos Tests, with the aim of ensuring its reliability and performance during the Lions Tour. The fully digital method is also designed to reduce paper waste and prevent fraudulent ticketing and scalping through advanced security features.
Irish support
Libby Ryan, Sportstech Market Executive for Enterprise Ireland, discussed Tixserve's origins and expansion. "The idea of Tixserve originated when the co-founders, Patrick Kirby and James Kirby, were denied entry into a Rolling Stones concert as they had unwittingly bought fraudulent tickets. Roll forward a few years, and they're revolutionising the ways that sports, music, and culture fans engage with events, teams, and sponsors, making sure no one else is ever denied entry or has a poor ticketing experience. We are delighted to see their ticketing revolution expand into another new market and to be able to support them with their in-market growth."
The 2025 British and Irish Lions Tour is held every 12 years in Australia and is regarded as one of the sport's most prestigious events, with matches set to take place across the country. Ticket demand is reported to be strong, approaching sell-out levels.
