Carlisle United Supporters

Carlisle United Football Club
Case Study

Carlisle United jump in at the deep end with Kaizen Ticketing.

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The Story

Match day for the first game on a new ticketing system can be a high pressure situation. Good practice suggests to launch with something small and less likely to sell out. A pre-season friendly is always a good option. Circumstances didn’t allow that when Carlisle United signed up with Kaizen Ticketing. The first home match to go on sale was their League Two Play-Off Semi Final against Bradford City FC.

With only six days between their final league match and the 1st leg of the Play-Off, away to Bradford, time was limited. Despite that, Carlisle sold a solid 2,414 away tickets to their fans in just three days. The home leg of the Play-Off went on sale at the same time. Taking place six days later, it broke existing home ticket sales records, with 15,401 tickets sold. The main operational challenge to overcome was training. The club staff had to be ready to deal with late sales, ticket queries, and scanning in limited time.

Carlisle won the match after extra time. The tickets went on sale for their Wembley final the following morning at 10am. The seating allocation was built on the Kaizen Ticketing system. They were set up to sell tickets to their fans online and in person.

A further 15,000 Wembley tickets were sold in seven days as the Carlisle fans made the long trip south. Even severe disruption to the train services that weekend couldn’t stop them. On match day, Kaizen staff were on hand to assist the Carlisle United ticketing team at the box office.

In a memorable final, Carlisle won after extra time and penalties. They secured their place in League One for the 2023/24 season.

Season tickets were on sale within a fortnight of the playoff victory. The club surpassed the previous term’s sales within three weeks of going on sale. They were able to offer renewals online for the first time through the Kaizen platform. They added the option to pay via instalments, which is said to have boosted the already healthy sales going into the start of the season.

"15,401 tickets sold were sold for the home leg of the League Two Play-Off Semi Final, breaking existing home ticket sales records."

The Feedback

The Results

“We changed ticketing provider just before the play-offs, which shouldn't have made our lives easy, the Kaizen team held our hands through everything. They came to our offices to make sure everything ran smoothly when we went on sale. They are extremely personable.
“With the rising cost of living, coupled with supporters already having forked out for a big trip to Wembley, we needed to offer a more affordable way of our supporters buying their season tickets. Kaizen have nailed that for us and some.”

Suzanne Kidd, Finance Director


Home Tickets Sold, Breaking Club Records.


Away Tickets Sold in just Three Days.


Tickets Sold for Wembley in Just Seven Days.


Days After the Wembley Final, Season Tickets Went On Sale.