The Welsh Rugby Union has taken a bold step forward in making the matchday experience more accessible and inclusive for all fans. In partnership with Ticketmaster Sport, the Accessibility Sales initiative ensures supporters who need additional support can navigate ticketing with confidence and independence. With inclusivity at the heart of its ticketing operations, the federation is winning awards for its championing of accessibility, a commitment recognised by the European Stadium Award 2024 (ESSMA).
Instead of having to prove a disability at every purchase or endure inconsistent contact, fans can now register for an access card. This card links directly to Ticketmaster’s systems, providing an integrated experience. Once registered, fans receive the support they need, whether that’s a complimentary carer, wheelchair access, or guidance for partially sighted supporters. The initiative has improved satisfaction among accessibility seat buyers, and also encouraged fans to explore other areas of the stadium, highlighting the inclusive reach of the programme.
“The inspiration for this started from taking ticketing online,” said Dan Cook, Head of Ticketing at the Welsh Rugby Union. “It wasn’t a fair process. It was a process that often resulted in long call queues, huge wait times and repeat wait times. It wasn’t a world class experience, which we were striving for.”
“By overhauling our entire approach to accessible ticketing, we’ve made it easier than ever for supporters to choose the seats that genuinely work for them. The introduction of the Access Card, along with Ticketmaster’s enhanced seat mapping, has allowed us to remove barriers and give fans the confidence to navigate the process independently.
“The collaboration is further complemented by the launch of our fully accessible fan guides powered by Different Breed. These guides provide tailored, clear and practical information based on each supporter’s needs, ensuring they have everything required to plan their matchday with ease. Thanks to Ticketmaster’s technology, we are able to ensure each fan has their own bespoke and unique fan guide based on the type of ticket they have purchased.
“What’s been most powerful is how this work has deepened our understanding of supporter needs and enabled meaningful innovation, from groundbreaking technology for visually impaired fans through GiveVision to supporting fans with communication needs by collaborating with STAMMA. This richer understanding is enabling us to innovate far beyond traditional stadium accessibility measures.
These developments reflect our commitment to ensuring Principality Stadium is not only welcoming to all but a leader in accessibility across UK sport. Our goal is to ensure that every fan attending events at Principality Stadium has a world-class experience from start to finish.” Feedback from fans has been central to shaping the initiative. Supporters told the WRU that trust, independence, and clear provisions were key. Now there is a redesigned contact centre, upgraded online systems, and smarter integration between digital tickets and the Access Card. Operational efficiency has been boosted, while the fan journey has become more personalised. Using Customer Attributes, stadium layouts, and accessibility data, Ticketmaster enables bespoke journeys tailored to individual needs – whether a fan requires wheelchair access, minimal steps, or specific aisle seating.
The technology behind the initiative on Ticketmaster’s sports-specific solution plays a major role. Integration between the access cards and digital tickets allows fans to buy securely online and instantly receive the support they require. Fans receive interactive supporter guides with tailored information for wheelchair users, visually impaired supporters, or partially sighted fans. The WRU’s database has grown double to 4,000 accessible fans in the last 18 months, with the level of detail and insight driving operational efficiency and elevating the matchday experience.
“Ensuring every supporter’s journey is fair, simple and inclusive is central to our values at Ticketmaster Sport,” said Chris Gratton, Managing Director, Ticketmaster Sport. “Dan and his team’s work on Accessibility Sales is empowering fans who need additional support, and we’re proud to use Ticketmaster technology to deliver the best possible ticketing experience for Welsh rugby fans.”
From secure ticketing systems to integrated and smarter sales platforms, Ticketmaster’s tools help organisations deliver experiences that are efficient and inclusive. The collaboration between Ticketmaster Sport and the WRU is about more than tickets – it’s about empowering fans, improving access, and shaping a matchday journey that everyone can enjoy. “It’s about inspiring the next generation,” added Cook. “The thought about people not having equal access to sporting events is a troubling thought. Tech becomes really powerful in the accessibility space when inclusion is baked in from the start. The world is your oyster.”
To learn more about how Ticketmaster Sport can support accessibility sales, get in touch.
