This week marks five years since one of the most extraordinary stories in modern football ticketing.
In January 2021, eighth-tier Marine AFC faced a unique challenge. Their FA Cup third round home tie against Tottenham Hotspur was moved behind closed doors due to COVID-19 restrictions. With lost gate revenue of around £100,000 looming, the club faced real financial uncertainty.
Rather than let it be a setback, Marine and their supporters seized an opportunity. With the help of Kaizen Ticketing, the club launched a virtual ticket campaign. The idea was simple. Fans from around the world could buy a virtual ticket for £10, even though they could not attend the match in person. Within days, supporters embraced the initiative and over 30,000 virtual tickets were sold, far surpassing the club’s expectations and symbolically “selling out” Rossett Park nearly ten times over.
The result was transformative. The campaign raised in excess of £300,000, money that helped Marine navigate the pandemic, stay financially stable and secure the club’s future for years to come. Players, staff and supporters have said repeatedly that this was not just fundraising. It was a moment that united a community, brought joy in difficult times and showcased the power of fan engagement at its best.
Kaizen Ticketing was the technology partner behind this campaign. Our platform supported the initiative, making it possible for fans in 162 countries to take part.
Five years on, we still believe this campaign is one of the most inspiring examples of ticketing used for social purpose rather than just access.
At the time, our CTO, Kieran Benton, wrote about the technical considerations in delivering such a viral campaign, which you can read about here.
Marine recently shared more details about the impact the match has had on the future of the club and the wider community.
