Brentford has built its reputation on innovation, both on and off the pitch. As one of the most progressive clubs in English football, Brentford’s ambition to continually improve the matchday experience for its supporters led to a partnership with Ticketmaster to deliver a first for the Premier League. Together they introduced SafeTix, Ticketmaster’s cutting-edge secure digital ticketing technology.
Brentford became the first Premier League club to adopt SafeTix, a next-generation digital ticketing solution designed to make access safer, faster, and smarter. The technology, already proven across the NFL in the United States, uses encrypted, rotating barcodes that refresh every few seconds, ensuring screenshots or duplicated tickets can’t be used to gain entry. Each ticket is also linked directly to a fan’s account, enabling the club to better understand and manage who is in the stadium, and provide a seamless experience from purchase to entry.
Ticket security is a priority for Brentford and adopting SafeTix was about protecting supporters and ensuring match tickets go into the right hands.
“We are proud to be the first Premier League club to deliver secure digital ticketing for our supporters,” said Marketing Director Steve Watts. “This technology gives us the ability to track where our tickets are going and to choose who tickets can be shared with and when. That helps us reduce touting and ensure home supporters are in home areas – all of which contribute to a safer, more positive matchday experience.”
SafeTix tickets can only be shared securely through the app, therefore touts and unauthorised sellers are effectively locked out of the system. The NFC-compatible wallet tickets also mean there are no QR codes to replicate, further minimising the risk of fraud.
Bringing Fans on the Journey
With the Premier League set to make digital ticketing mandatory, Brentford wanted to stay ahead of the curve. The club viewed the implementation not simply as a compliance project but as an opportunity to lead.
For Brentford, innovation has always gone hand-in-hand with fan engagement. The club’s “Every Seat Counts” initiative exemplifies its commitment to ensuring as many Brentford fans as possible can experience live matches, and the rollout of SafeTix followed the same philosophy. “Although on the surface this was a technology project, we approached it with just as much focus on our communications to supporters,” said Watts. “It was vital that our fans were fully engaged, aware of the changes and why those changes were being made.”
The club ran a comprehensive fan engagement campaign, including consultations with supporter groups, personalised emails, social media content, and step-by-step guides to help fans navigate the new system. For those less familiar with digital ticketing, one-to-one support sessions and walk-in events at the stadium ensured no one was left behind. “We wanted to make sure every supporter felt confident and supported as this was a change from the norm and many fans were unfamiliar with the concept of digital ticketing. We helped fans log in, access their tickets, and even test scans at the turnstiles — helping to ensure matchday entry was as stress-free as possible.”
Brentford’s adoption of SafeTix reflects not only the club’s forward-thinking mindset but also Ticketmaster Sport’s commitment to driving innovation across the industry. Together, they are shaping a future where ticketing is more secure, transparent, and fan-focused.
“It’s early days for us, but we’re satisfied that the solution is delivering what we wanted from a technological point of view,” Watts said. “It’s a step in the right direction to ensure tickets end up in the right hands: something that benefits both event organisers and the fans themselves.”
