Albion's exchange means more bums on seats than ever!

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2025-10-30T10:00+00:00

📷Paul Hazlewood

Brighton & Hove Albion are seeing more bums on seats at the American Express Stadium since promotion to the Premier League due to record numbers engaging with the club’s ticket exchange to enable more Albion fans to see matches.

While the club reports tickets sold, fans are attending Premier League matches in record numbers across the first four games compared with previous seasons.

Much of this is down to the number of fans utilising the exchange — both to list and buy — and sales via the exchange have risen by a huge 409% since 2022/23.

The club is projecting to hand more than £1m back to season ticket holders this season, taking the total to over £4m since the exchange launched.

Head of supporter services Jenny Gower explained, “We have consistently pushed the message to season ticket holders to list their tickets when they cannot attend.

“In terms of ticket buying the message is only buy directly via Brighton & Hove Albion, we do not authorise any third-party ticket sellers.

“This way everyone benefits. Season ticket holders get cash back if their ticket sells; supporters get more availability across the Amex; the team gets more support; and the club can resell the ticket at the matchday price.

“Those extra profits have help us in two ways, keeping prices lower and giving the club more spending power in the transfer market — which with financial fair play controls in place is crucial.”

Meanwhile, Albion are leading the way in tackling the thorny issue of ticket touts and reseller websites, employing specialist software and AI to identify red flags and block tickets at the turnstiles, leaving those trying to exploit fans out of pocket.

Gower added, “We have recruited specialist personnel who are now identifying those suspect transactions and block tickets so the ticket holders are sent to the ticket office on matchdays.

“While some ticket holders prove to be legitimate purchasers and we apologise to those inconvenienced and unblock, the vast majority are tickets sold illegally and often for significantly higher prices.

“Those we identify as victims of touts or illegal resellers. We give clear instructions on how to reclaim funds from their bank or credit card provider — and where there is genuine availability in the correct area of the ground for general sale games we offer them the chance to buy tickets at face value.

“However that’s not always possible, so it’s important those tempted to buy on reseller sites don’t see this as a safety net. The message remains clear: only buy from Brighton & Hove Albion.”

At the game against Spurs, Albion’s anti-touting team flagged and blocked 285 tickets and 12 season tickets being used by touts were cancelled. The software helped identify a tout ring with attempted transactions totalling more than £125,000.

For the last home match against Newcastle United over 350 tickets were flagged and blocked with five season tickets cancelled, having been identified as being sold fraudulently.

“The message is getting through to the touts and illegal resellers; Brighton isn’t the place to try and do this type of business," said Gower.