#TBF24 Q&A: Taking ticketing beyond the transaction

As TheTicketingBusiness Forum 2024 fast approaches, we caught up with Shah-Zeib Ahmed, director of glosancon-sports, who has been involved in ticketing some of the world’s great sporting events.

Ahmed was head of ticketing at the Rugby League World Cup 2021 and has held senior roles in delivering major FIFA tournaments, including the Qatar 2022 FIFA World Cup.

Ahmed founded glosancon – sports as a consultancy specialised in ticketing, which is currently working with Paris 2024 Olympic Games organisers. Now based in the UK, he is a director at Super League club Salford Red Devils.

Here, Ahmed discusses AI adoption, how fan experience could be reshaped in 2024 and why he is looking forward to TheTicketingBusiness Forum at Emirates Old Trafford from April 16-17…

What have you been focused on recently?

Shah: “Reflecting on the past six months, I have successfully launched the CPD accredited course “Sold-Out: An Introduction to Ticketing Sports Events”, which has to-date attracted a diverse audience of participants from various sectors, countries and stages of careers; bringing them closer to the multifaceted nature of ticketing beyond mere sales.

“Concurrently, my consultancy, glosancon-sports, has been a hub of activity, guiding me through major events like the FIFA Women’s World Cup Australia and New Zealand and now on to the Paris 2024 Olympic and Paralympic Games.”

What are your expectations and wishes for 2024?

Shah: “I envisage a year brimming with compelling sports events, each offering unique ticketing challenges and opportunities.

“My hope is to navigate these with finesse, ensuring smooth experiences while prioritising the client needs and creation of lasting memories for every attendee, fostering a deeper connection with each event.”

What’s the next challenge for you and your team?

Shah: “Our educational arm is set to scale new heights by diversifying our course catalogue and securing partnerships with leading academic institutions and organisations willing to bring their technical expertise to those, who aspire to work in our industry.

“The consultancy aims to broaden its horizon, seeking innovative ways to provide unparalleled value and redefine the standard for client and fan engagement in the industry.”

What are you evaluating for future adoption?

Shah: “We are scrutinising advancements in AI, particularly its applications within ticketing and customer service. By adopting cutting-edge technologies, we aim to refine our strategies and offerings, enhancing our services while streamlining processes for our clients and their customers.”

What’s exciting in ticketing and entertainment eCommerce right now?

Shah: “Digital was, is and will always be an exciting chapter in ticketing, particularly sports events’ ticketing.

“The evolution from physical to digital ticketing is no longer a trend but now an adopted transformation, reshaping how fans interact with events. The focus now extends beyond the transaction to a holistic fan experience, creating a dialogue that starts well before and continues long after the actual event, heralding a new era in customer engagement and satisfaction.

“And, what’s also exciting, the TBF24! I am very much looking forward to meeting old friends and making new ones.”

Explore the future of ticketing with Shah-Zeib Ahmed and hundreds of industry leaders at #TBF24 at Emirates Old Trafford, Manchester, from April 16-17. BOOK TODAY