#TBF25 Q&A: The promise and pitfalls of promotion

Welsh football club Wrexham AFC is aiming for a remarkable third promotion in three years as it currently sits third in the EFL League One table.

The club, which has found fame under celebrity owners Ryan Reynolds and Rob McElhenney, is looking to expand its 13,500-seat stadium and devising a winning ticket pricing strategy is vital.

Prior to TheTicketingBusinessForum 2025, which begins in Manchester on April 28, we spoke to Head of Tickets & Memberships at Wrexham AFC, Peter Wynne.

What projects are you currently working on?

Peter Wynne: “It’s currently all about planning for season ticket renewals for the 2025-26 season, and also planning for our new Kop stand which is scheduled to be open in time for the 2026-27 season and how this year’s season ticket and match ticket prices will affect that.”

What are your aims for 2025?

PW: “If all goes well on the pitch, we could be looking at an unprecedented three promotions in three years, and Championship football for the first time in our club’s history.

“We’ve played in the old Second Division before, but never the Championship as it’s now known. Along with that, I hope to move to a fully digital ticketing platform, not just digital first, and I hope to develop more streamlined approaches to internal ticket requests, including players and staff ticket allocations so it’s more self-service.”

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

PW: “As before really. A further promotion would bring with it its own headaches, but especially as we’re set to lose our 3,000-seat temporary stand next year while we develop the permanent stand. We obviously always take promotion when you can, however operationally it probably couldn’t have come at a worse time for us given the projects off the field!”

What is the most exciting development in the industry for you right now?

PW: “I think the development of both digital ticketing, but also the idea of developing what a modern ticket is. As we move towards digital models, the tangible asset that so many people cling on to are lost. It’s vital that as an industry we figure out how we can still offer that, without being stuck doing physical tickets.

“I also think a ticket can be more than just an entry to an event. Some events are already doing this, but if we treat a ticket as an engagement piece we can offer as much as we can using it such as content leading up to the game, team sheets, highlight reels post-game, F&B purchases, and augmented reality options just to name a few!

“I think the possibility to create unique experiences and memories, right within a ticket are super-exciting!”

Explore the future of ticketing with Peter Wynne and hundreds of other industry leaders at #TBF25 at Emirates Old Trafford, Manchester, from April 28-30. BOOK TODAY.