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Ticketing survey - results and feedback from the club


Back in May, we collated your views on the current online ticketing system at Latics through a survey. Supporters have frequently voiced frustrations with Oldham Athletic’s online ticketing supplier, Future Ticketing. We launched our survey in response to particularly acute issues seen in the sale of tickets for the playoff eliminator fixture against Halifax Town. Further issues were also seen in the sale of playoff semi-final and final tickets.


The responses to the survey were clear: Latics supporters are unhappy with the current ticketing system. Working with OADID, we also identified a number of specific issues relating to disabled supporters.


In response to this survey, OASF compiled a report (attached to this article), which, working with OADID and Billy Thompson (former head of ticketing at Latics, now at Nottingham Forest), identified clear issues with the existing supplier and recommended potential alternative suppliers.


The report identified that:


  1.  Overall, 1/3 of users had a negative experience with the ticketing system throughout the 24/25 season, with this increasing to 50% for the Halifax Town playoff eliminator fixture.

  2. This shows the system is particularly poor at handling high-demand fixtures. This was seen again in the other playoff fixtures.

  3. There are particularly acute issues for disabled supporters – who cannot access free carer tickets online, are issued tickets with non-existent seat numbers, and cannot always find reliable and suitable parking.


As a result, the report recommended:


  1. Changing ticketing supplier at the earliest opportunity (Ticketmaster, TixR, or Kaizen Ticketing were identified as suitable alternatives)

  2. Make it easier for season ticket holders to purchase tickets for all linked season ticket holders

  3. Stress test the ticketing system ahead of high demand fixtures (e.g. local away matches, cup games)

  4. Ensure the seat numbers on tickets matches with numbers in the Jimmy Frizzell disabled section

  5. Ensure disabled supporters can access carer tickets online for free.

  6. Number disabled parking bays to reduce the stress of matchday parking.


Response from the club


Over the course of the summer, we have been working closely with the OAFC board and Adam Street (head of ticketing) to start to find resolutions to these issues, and we will continue to do so. Below we detail responses received from Adam, as well as further information received from the club.


Changing ticketing supplier: "We are in contract with Future Ticketing until the end of the 2025/2026 season. I don’t believe it would be practical to change ticketing supplier immediately so we will be seeing out the upcoming season with Future Ticketing.We are regularly approached by alternative ticketing providers and will soon start looking at options to secure the best deal for the club and supporters."


Improving ease of buying multiple tickets: "This has been the biggest challenge that I have encountered – allowing season ticket holders to purchase the relevant number of tickets for away matches they are entitled to. There have been issues where supporters who have multiple season tickets buy one ticket and then cannot buy tickets for their others.

"However, Future Ticketing have introduced some new settings that should remove any further issues. We have put tickets on sale for our away match at Accrington to season ticket holders first and haven’t been made aware of any problems. Supporters can enter the barcode from their season ticket(s) and then be able to purchase the equivalent number of tickets that belong to that account. They can purchase in one transaction or purchase them separately.

"We have also introduced a ticketing Account page where supporters can log in and manage their ticketing account as well as the ticketing App. These will be helpful for supporters to see their orders in their account – some supporters aren’t aware of which tickets they have in their account. As a club we probably need to do more to encourage supporters to use these functions."


Stress testing the site: "Future Ticketing implemented an online queuing system towards the end of last season. It is down to us as a club to instruct them to switch this on when needed. I am told that this should stop the website “crashing” when we go on sale for high demand fixtures.

 

"With the York play-off match last season, there are times when the demand for tickets is much bigger than the supply and too many people are trying to buy tickets at the same time. One limitation we have is that we don’t have a loyalty system to prioritise tickets further than season ticket holders. This isn’t currently a feature that Future Ticketing can offer although I am told they are looking into this. As far as I am aware this is something that the club has never had in place but might be worth considering in the future – particularly now that we are back in the Football League and will be selling tickets for most (if not all) away matches.

 

"I believe most of the issues around high demand matches should be resolved now."


Fixing seat numbering issue in Jimmy Frizzell disabled section: "The seating plan was fixed for this section during last season."


Ensure disabled supporters can access carer tickets online for free: "This is more of an internal issue regarding how we manage this.

 

"One thing we can do is use a different URL for disabled supporters that requires them to log in before purchasing tickets – currently there is no log in system in place before you buy a home ticket. They would have to register with us and then log in to buy their ticket and claim a carer ticket. Therefore, there are no restrictions on who can or can’t claim a carer ticket. This is quite a big job to set up and making disabled supporters aware of this - perhaps we can work with OADID to help with the communication of this.

 

"For away matches when we sell to season ticket holders we have a system in place that allows disabled season ticket holders to claim a free carer ticket – this was in place for most of last season when we sold away tickets. As they have logged in before purchasing, it will only show a carer ticket as available if they have a carer season ticket.

 

"At the minute we have put carer tickets available online so they can be claimed alongside a match ticket – however it is open to abuse. I will be monitoring this and making adjustments if necessary."


Number disabled parking bays to reduce the stress of matchday parking: The club has repaved the carpark and added new bays. There is now improved disabled parking at the back of the Jimmy Frizzell/Rochdale Road End. We have also pressed the issue of numbered bays with the club further - the is important for ensuring that those with different needs can be appropriately accommodated.


Next steps


In response to the detailed responses from Adam and the club board, we have requested that:


  • OASF be involved in a consultation (e.g. through the use of a survey to the wider fanbase) on new ticketing suppliers and the features fans want.

  • A consultation on how a "loyalty scheme" may work in practice. OASF have previously suggested a priority for our members (after season ticket holders) and we will be doing some further work on this.

  • We will arrange a meeting between OASF, OADID, and Adam to improve the facilities available for purchasing disabled tickets.

  • We will follow up on the numbering of disabled parking bays and work closely with OADID to ensure they can be designated appropriately based on need.



 
 
 

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