- Where it gets stuck
- Extra seats for family, ticket transfers, away allocations, parking and accessibility requests arrive by email, social media messages and phone. The ticket office answers the same question many times over, and the harder cases wait until Monday.
- What the workflow does
- Phone calls stay with the ticket office. After a call, staff type one line, approve the drafted email, and it goes to the holder. Written questions are gathered in one queue and a reply is drafted from your ticketing rules and the holder’s account. The ticket office sends it or edits it. Accessibility requests are never drafted: they go straight to your disability access officer, and requests that need a decision, such as a refund, go to the ticket office manager.
AI for professional sports clubs
Two days before the derby, season-ticket holders want extra seats for family, and the match sponsor is still sending names for the lounge.
We draft supporter replies, sponsor reports and the matchday plan. Nothing on the football side, and a member of the club’s staff approves before anything is sent.
We have no club client yet. The test runs on your own messages and files over three or four home matches, started in pre-season or between home fixtures, never in derby week. Your staff approve every draft. We log the written questions and the hours the ticket office spends on them over two home matches before the test, then during it.
Today
- Extra seats for a holder’s familySame question by email, Facebook and phoneTicket office answers it all week
- Sponsor asking for proofPhotos of their pitchside board on three phonesAsked for before renewal
- Matchday changesAccreditations and lounge guests change by email all weekPlan redone the night before
With the workflow
- Reply to the supporterDrafted from the ticketing rules and the holder’s accountTicket office sends
- Sponsor reportContract deliverables matched with matchday photos, posts and hospitality attendanceUpdated after each home match
- Matchday planAccreditations, hospitality seating, the match sponsor’s guests and the week’s changes in one documentOperations manager signs off
Three jobs that pile up every home match
The information each one needs is already in your ticketing system, partner files or inboxes.
Supporter questions peak before every match
Sponsor reports are pieced together at renewal time
- Where it gets stuck
- Each contract promises something: board positions (LED minutes where you have them), social posts, lounge seats, a shirt logo, the matchball sponsor’s pitchside photo, a line for each player sponsor in the programme. The proof is spread across phones, the social media scheduler and the hospitality list, and the sponsor asks for it just before the renewal meeting.
- What the workflow does
- Staff drop matchday photos into one shared folder or group chat, with the perimeter-board shots and, where you have one, the LED or streaming report. Staff tag each photo with the sponsor’s name in one tap; it is checked against the contract, and anything missing is flagged the day after the match. The partnerships manager sends each sponsor a mid-season report, so you walk into the renewal meeting with a list of what was delivered.
The matchday plan is rebuilt the night before
- Where it gets stuck
- Accreditation requests, lounge guest lists, the match sponsor’s party and the visiting team’s arrival time change by email all week. The operations manager pulls them together late the night before, and a change sent on matchday morning often misses the gate or the lounge host.
- What the workflow does
- A matchday plan is kept up to date from the accreditation list, the hospitality bookings, the staff rotas for the ticket office and lounges, and the emails received during the week. A change approved on matchday morning goes as a short update to the people it affects (ticket office, lounge host, gate), not as a new document. Steward briefings stay with the safety officer: changes that touch them are passed on, not edited.
These are examples of flows to scope with you. The first one runs as a test on your own messages and files: its length and the time your staff spend approving are agreed before it starts, and at the end you see the hours saved and how many sponsors got a report before their renewal meeting, then decide whether to continue.
Which flow should you start with?
Three questions, about a minute. The answer points to one of the moments above, or to a smaller step when a workflow would be too much.
Answer the three questions to see where to start.
This is an exercise: nothing is sent when you use this selector.
Do we have to change our ticketing platform?
No. The workflow reads what is already in your ticketing, partner files and inboxes, prepares the reply, the report or the matchday plan, and returns it to the channel it came from once a member of staff has approved it.
- A message, match or change arrivesAn email, a social media message, a sponsor request or an accreditation update.
- The club’s files are readThe holder’s account, the sponsor’s contract or the matchday lists, and the answers you approved.
- A reply or document is preparedWith the facts it relied on shown next to it.
- A member of staff decidesTicket office, partnerships or operations staff approve, edit or drop it.
- Back into your toolsThe reply leaves from its original channel and the file is updated.
- Ticketing platform
- CRM
- Sponsor contracts
- Hospitality bookings
- Accreditation list
- Email inbox
- Social media inboxes
Three conditions before anything acts
Your existing tools
The workflow runs inside the tools you already pay for, with the access rights they already have, so the team keeps its usual screens.
A named person approves
Every draft waits for a named person. Nothing goes out in the club’s name without that approval, and exceptions go back to a human.
Every step leaves a trace
Sources, drafts, corrections and approvals are recorded, so you can see why an output was prepared and improve the next one.
Two ways to work with us
Managed AI agent serviceWe build, run and maintain one defined flow, with named approvals, a written boundary and a record your team can take over.See the managed service →Leverage AssessmentA recommendation on the first flow worth testing, the alternatives (including no AI) and an action plan, reviewed by a person.See the assessment →
What club executives ask before a first test
Which clubs is this for?
Professional and semi-professional clubs where a small office covers ticketing, partnerships and match operations, and where the commercial director still assembles sponsor reports themselves. A club with its own data team usually has other needs.
How is this different from ChatGPT?
Where ChatGPT answers whatever you type into it, a workflow starts when a supporter message, a sponsor request or a matchday change arrives, reads the club’s files, prepares the reply or the document in the club’s tone and waits for a member of staff. It also keeps a record of what was sent and corrected.
Can you connect our ticketing platform, CRM or social media inboxes?
Tell us on the call which ticketing system and CRM you use, where sponsor contracts are kept (often a spreadsheet or a shared drive) and who supplies your LED boards: we check what each allows (a direct connection, an export or the notification emails) before anything is built, and we tell you which steps would stay manual.
Where do supporter and sponsor data go?
The workflow reads only the accounts agreed in scope and writes only what a member of staff approved: a reply sent or a note added to the file. Accessibility details are never used to draft a reply. A data processing agreement is signed before the test, each client deployment is isolated, the hosting and the model provider are named in writing before the build, and if you stop after the test, the access is removed.
What should we start with?
The flow that eats the most staff time in match week, usually supporter questions or sponsor reports. Use the selector on this page, then bring three real examples to a 30-minute call.
Have you done this for other clubs?
No, not yet. Our documented client work is in professional services. For a club, we scope one flow, test it on your real messages with a member of staff approving each output, and decide with you whether it is worth continuing.
Does any of this touch the sporting side?
No. Recruitment, performance and medical data are outside this scope. The flows on this page cover the club’s business and match operations: supporters, sponsors and matchday logistics.
Bring three supporter messages, one sponsor’s deliverables or last match’s plan to a 30-minute call.
Remove names and amounts; nothing needs to be sent beforehand. On the call we look at where match-week work slips between the ticket office, partnerships and operations, which tools hold it, and whether one job is worth testing.