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Upfan for sports clubs and organizers

More than ticketing. The entire fan ecosystem in one platform.

From the first ticket sold to a lasting fan relationship. Upfan connects ticketing, season passes, CRM, fan data, communication, engagement, secondary sales, and analytics in one system. Built primarily for sports clubs, teams, leagues, and tournaments—and flexible enough for festivals, conferences, and other events.

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Illustration of the connected Upfan ecosystem for ticketing, entry, fan data, engagement, and rewards
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Award-winning innovation in global ticketing

Disruptor Award 2025

Upfan received the Disruptor Award at TheTicketingBusiness Awards 2025, a global award for the ticketing industry. It validates our vision to take ticketing beyond the sale and connect it with data, CRM, fan engagement, and the entire fan experience.

Trusted by sports clubs, associations, and organizers at home and abroad.

Partner API Sandbox
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Why Upfan

The ticket is only the beginning of the fan relationship.

A sports club needs more than ticket sales. It needs to know who attended, how often they return, what they buy, what interests them, and how to bring them to the next match. Upfan connects ticketing, attendance, data, communication, and engagement throughout the season. The same principle works for tournaments, festivals, conferences, and other events.

01

Know your fans

Every purchase, visit, and interaction creates data that helps you understand who your fans are and how they behave.

02

Stay connected

Quizzes, polls, competitions, voting, emails, and push notifications keep fans engaged before, during, and between matches.

03

Keep everything connected

Ticketing, CRM, analytics, communication, engagement, and secondary sales work with the same data in one ecosystem.

Everything in one place

Everything an organizer needs. In one platform.

Sales, entry, CRM, communication, fan engagement, gamification, and analytics all work with the same data. Fewer tools, more context, and one journey from the ticket to the next visit.

One system. One database. One view.
  • 01

    Ticket and season-pass sales

  • 02

    CRM and Fan 360

  • 03

    Communication

  • 04

    Fan engagement and gamification

  • 05

    Secondary sales

  • 06

    Analytics

One connected fan experience

From the first click to the next match.

  1. 01

    Discovers

    The fan finds their club, matches, tickets, club news, standings, squad, and more in one place.

  2. 02

    Buys

    Securely buys a ticket, season pass, bundle, or another product and keeps everything in one Upfan account.

  3. 03

    Enters

    A dynamic QR code provides fast and secure entry. A ticket stored in the app is ready to scan even without mobile data.

  4. 04

    Engages

    Votes for player of the match, joins quizzes, polls, and competitions, shares feedback, and receives relevant communication.

  5. 05

    Returns

    Based on behavior, the club can reach the fan again with a relevant offer and build loyalty over time.

Every step creates data. Upfan connects it into one fan profile. The same journey works between organizers and attendees for other types of events.

One platform. The whole season.

Tools for ticketing, fan engagement, gamification, and club growth.

From the first sale to the season review. Use individual Upfan capabilities as you need them, but their greatest value emerges when they work together.

12 connected areas of the platform
  1. 01

    Ticketing, season passes, and box-office sales

    Sell the way your club needs.

    Manage tickets, season passes, sections, assigned seats, price categories, and multiple sales types online and at the box office. Set presale access for season-ticket holders, members, partners, or VIP guests and automatically release unused seats to public sale.

  2. 02

    CRM and Fan 360

    Know the fan, not just the order number.

    Purchases, attendance, fan value, ticket types, demographics, transfers, and engagement come together in one profile. The club gains a long-term view of each fan across matches and seasons.

  3. 03

    Secure dynamic QR

    One ticket. One valid entry.

    Dynamic encrypted QR codes help protect digital tickets from copying, screenshots, and unauthorized use. The organizer gains greater control over distribution and the fan gets safer entry.

  4. 04

    Controlled secondary sales

    Resale stays under the club's control.

    If a fan cannot attend, they can safely transfer or sell the ticket through Upfan. The club sets the rules and price limits and can earn a share from each resale. An unused season pass or ticket becomes a new source of revenue.

  5. 05

    Fan engagement and gamification

    A match lasts longer than 90 minutes.

    Engage fans before, during, and after the match with quizzes, polls, competitions, voting, and feedback. Every interaction also expands what you know about the fan.

  6. 06

    Communication and segmentation

    The right message for the right fan.

    Send emails and push notifications to your whole audience or specific segments. Reach season-ticket holders, visitors to the last match, VIP fans, or people who have not returned for a while.

  7. 07

    Analytics, reporting, and sales sources

    Decide with data, not instinct.

    Track sales, revenue, attendance, ticket usage, engagement, and communication results. See whether a fan came from social media, the club website, an email campaign, or another sales channel.

  8. 08

    Flexible passes, bundles, and credits

    Not every fan wants a traditional season pass.

    Create match bundles and flexible credits that let fans choose their matches or seats. Clubs can offer the right product even to fans who cannot attend the whole season.

  9. 09

    White-label and integrations

    Your brand. Our ecosystem.

    Connect ticketing and other Upfan capabilities to your website, app, or existing systems. We can adapt the experience to club colors, logo, and visual identity so fans see one consistent club experience.

  10. 10

    Loyalty and rewards

    Reward fans for loyalty and activity.

    Connect attendance, purchases, and engagement with points, benefits, and rewards. Fans gain another reason to return, participate, and build a stronger club relationship.

  11. 11

    Upsell, cross-sell, and additional revenue

    Fan value does not end at the ticket price.

    Offer merchandise, food and drink, ticket upgrades, bundles, VIP products, parking, and other services during checkout. Connect ticketing with more of the club's revenue streams.

  12. 12

    AI for your club's growth

    From data straight to the next step.

    AI analyzes fan data, identifies opportunities, and helps prepare relevant communications, campaigns, and engagement activities. From fans who need to be re-engaged to segments with the greatest potential for another purchase.

Fan 360

Behind every ticket is a fan. Get to know them.

Every fan leaves many signals throughout a season. Upfan connects them into one profile, giving the club a complete view instead of isolated orders and spreadsheets.

Ticketing creates data. Upfan turns it into a relationship.

UF

Fan profile

One fan. One profile. A 360° view.

360°
Purchases and total value
Matches attended
Tickets and season passes
Entry time

Fan 360

Transfers and resale
Email and push engagement
Quizzes, polls, and voting
Segments and preferences
  1. 1Fan profile
  2. 2Segment
  3. 3Communication
  4. 4Next purchase

One platform. Two sides of one experience.

Better for the club. Better for the fan.

For the club

More control

Primary and secondary sales, pricing, distribution, and entry under the club's control.

More data

Build your own database and understand fan purchases, attendance, and engagement better.

More revenue opportunities

Use secondary sales, flexible products, and upsell or cross-sell of merchandise, F&B, tickets, bundles, and other products.

Better communication

Reach specific segments with relevant content based on how fans buy, attend matches, and respond.

For the fan

Safer tickets

Dynamic QR codes reduce the risk of copying and fraud.

Everything in one place

Matches, tickets, season passes, club news, quizzes, polls, and more in one account.

Simple transfer and resale

If a fan cannot attend, they can safely transfer or resell the ticket under the club's rules.

Closer to the club

Fans can vote, compete, respond, and stay connected throughout the season.

Just as simple for a smaller local club. Just as powerful for a professional team, league, or major event.

What makes us different

The difference is not the number of features. It is how they work together.

Upfan was not built as a basic ticketing system. The platform is designed around the full relationship between club and fan—from purchase through attendance and engagement to the next match.

Built with sport in mind

Season passes, seasons, presale rights, resale, repeat attendance, and fan relationships follow a different logic in sport. Upfan has that logic at its core while remaining flexible for festivals, conferences, and other formats.

A fan profile across the entire season

Instead of separate orders, you see a long-term fan profile—what they buy, where they go, how often they return, and how they engage.

Primary and secondary markets under one roof

The ticket journey does not end with the first transaction. Transfer and resale stay in a controlled environment where the club sets its own rules.

Security from purchase to entry

Dynamic QR, controlled transfers, and connecting tickets to fan accounts help protect both club and attendee.

Data you can use immediately

CRM is not a separate database. Ticketing, attendance, engagement, and communication data can be used directly for segmentation and campaigns.

A platform that adapts to the club

Start with what you need today and add capabilities over time. Upfan can serve a club with hundreds of fans or a complex professional organization.

Upfan's greatest advantage is not one feature. It is the way every feature works together.

More than software. A partner for your club.

Technology is only one part of the partnership.

From initial setup to the platform's next stage, you work directly with a team that understands ticketing, data, and the day-to-day reality of organizers.

01

Tailored to your needs

Every club operates differently. Together, we configure products, sales, access, branding, and processes so Upfan fits how you work.

02

Personal onboarding and support

We help with initial setup, migration, team training, and launch. When you need support, you communicate directly with our team.

03

Continuous improvement

We develop the platform around real needs from clubs and organizers. Our partners are not only users but an important part of its continued development.

Testimonials

Clubs and organizers already changing the way they work with fans through Upfan.

"With Upfan, we share a vision of modern ticketing built around a dedicated fan profile, enabling us to work more effectively with data, create targeted offers, and improve communication with our supporters. A major advantage is the unified application for all clubs and the complete solution, including a CRM system, which is an essential part of professional club management, without the need to pay extra for individual services. Thanks to Upfan, we have also introduced into Czech sports the products and ticketing system I had the opportunity to experience while working with the Tampa Bay Lightning in the NHL."
Jakub Mikulík

Jakub Mikulík, Executive Manager

HC Frýdek-Místek

"Working with Upfan has been a fantastic experience. Their bespoke ticketing service has been tailored perfectly to our needs, with clear and consistent communication throughout. The partnership has been smooth, professional, and genuinely collaborative—we couldn’t be happier with the results."
Alex Poole

Alex Poole, Club Secretary

Evesham United FC

"We were really pleased with the flexibility that Upfan was able to offer which meant that we could tailor the event to suit our needs. Their communication and support throughout setup and delivery was first class. We would definitely recommend Upfan and look forward to working with the company moving forward."
Ollie Williams

Ollie Williams, Chief Operating Officer

Worcestershire Football Association

"When we were considering a ticketing distributor for the next league season, we prepared a list of items that we would like it to meet. Upfan attracted us primarily because of the future cost savings on ticket distribution via the online platform. And also the possibility of offering loyal fans something extra - discounts, vouchers or other rewards. We want to develop further cooperation on these points."
Petr Jindra

Petr Jindra, Marketing Manager

FC Vysočina Jihlava

"We chose the Upfan ticketing platform for its innovative team and their ambition to take ticket sales to the next level. We wanted to join forces with like-minded people with bold plans for the future. The platform has delivered speed, innovative solutions, attention to detail, and reliable 24/7 support — all of which we greatly appreciate."
Lukáš Vilkovský

Lukáš Vilkovský, Director

Košice Wolves

Upfan for sports clubs and organizers

More fans. More data. More possibilities.

Show us how your ticketing and fan operations work today. We will show you what we can connect, simplify, and move forward in one platform.

Whether you are a local club, professional team, league, tournament, or organizer of a major event, Upfan can adapt to the way you work.

Platform customization

Personal onboarding and support

A platform that grows with you