Success Story
Share post:
In Carcassonne, rugby is something you experience at the stadium, and for a long time, that's where tickets were bought too. Online sales stayed marginal, the shop ran separately, and the club knew little about the people filling its stands.
By choosing Tickie, US Carcassonne Rugby (USC) set out to bring ticketing, data and marketing together in a single tool. One season later, the web drives most of its revenue.
The club at a glance
Founded in 1899, US Carcassonne Rugby is one of the historic clubs of French rugby union. The Yellow and Blacks play at the Stade Albert-Domec, one of the oldest stadiums in France, in front of a deeply loyal crowd.
To keep that bond with its fans alive, the club wanted ticketing that lived up to its history. Lysiane Sivadier, ticketing manager, now leads the project alongside Tickie.
One season, four results
75% of ticketing revenue generated online
51% loyal fans, meaning one in two people come back
1 ticket in 5 passed on to a friend or family member, each one a new contact
Steady attendance throughout the season
USC before Tickie
The club had clear ambitions: grow its revenue, attract a younger audience and turn its online shop into a real growth driver.
Its tools, however, were holding that momentum back.
Almost every ticket was sold at the box office, putting heavy pressure on the team on match nights.
Ticketing and the shop didn't talk to each other, so every sale stayed siloed.
Fan data was barely used, which made any personalized communication difficult.
The club needed a tool that could connect everything.
What Tickie changed
Online ticketing that wins fans over
With Tickie, the club has an online ticketing platform that is simple, fast and branded in its colors. Fans have gotten used to booking in advance, to the point that 75% of ticketing revenue now comes through the web.
Tickets sold online also bring in more value than those bought on site.
Calmer match nights
Fewer box office sales means less pressure on the team. On-site requests have dropped significantly, and the club can focus on welcoming its crowd.
A fan base that builds itself
Every purchase feeds straight into Tickie's built-in CRM. Ticket transfer played a decisive role: one ticket in five was passed on to a friend or family member, and every transfer brings a new contact into the database.
The club finally has a living database it can segment and engage. Its first targeted emails to partners are opened by more than one recipient in two.
More independent season ticket holders
Tickie also changed the relationship with season ticket holders. From one season to the next, they keep their seat, get a preferential renewal price and can change seats online, without going through the club.
That freedom is appreciated, and it shows in the numbers: one fan in two comes back.
A tool the whole team has adopted
For Lysiane Sivadier, Tickie is far better than the old system, especially for ticket customization and the CRM.
The club also highlights the quality of the documentation and the responsiveness of the support team, which helped it get up to speed with the tool quickly.
And the support continues: the Tickie team helps the club prepare each new step, such as next season's season ticket campaign.
What's next with Tickie
After a first season of transformation, Carcassonne wants to go further.
Automated emails after every match, to boost sales and stay connected with fans.
Dynamic segmentation, to send everyone offers that fit them.
Cross-selling with the shop, by offering jerseys and scarves in the checkout flow.
A simpler season ticket campaign, with season ticket holders' seats held before sales open to the public.
The foundations are in place. Now the club can pick up the pace.
Make the switch with your own ticketing
In a single season, Carcassonne turned box-office ticketing into a model where the web drives most of the revenue.
Your club can make the same shift, with a dedicated Tickie contact by your side from the initial setup to your first campaigns.
Share post:
