ABSTRACT
Due to recent advances in technology, ticket offices now have an opportunity to better capture revenue streams and provide a wealth of services to enhance the fan experience. However, even though these technologies currently exist, technology controversies were created when a series of ticketing issues dominated the news internationally. First, some of the most loyal fans of the Republic of Ireland football team, including many season ticket holders who make a significant investment in the team (Seiferheld, 2012), were denied tickets to the Euro 2016 qualifier match versus Scotland (Ingham, 2014; McCauley, 2014; Smith, 2014). In addition, at the 2014 Glasgow Commonwealth Games available technology did not allow fans to resell or reprint tickets if they were lost, stolen, destroyed, or not received in the mail (Ingham, 2014). As if this was not enough, the ticket office at the 2014 Glasgow Commonwealth Games did not record seat locations for the tickets issued to the games. This meant that fans who lost their tickets, had them stolen, or who never received them in the mail were left out of pocket and unable to attend the events (Ingham, 2014).
