Lions Tour Tickets Go Digital-Only in Australia
Irish Ticketing Company Tixserve Joins with Rugby Australia to redefine the rugby fan experience for 2025 British & Irish Lions Tour
Ireland/Sydney, 11 June 2025: Irish-based ticketing technology company Tixserve has announced its first major expansion into the sports events segment of the Australian market, joining with Rugby Australia to introduce a custom digital ticketing solution for the 2025 British and Irish Lions Tour.
Tixserve has developed the RugbyAU Tickets app, a standalone white-label event app for Rugby Australia, which will initially handle digital ticket delivery for all travelling and hospitality guests during the Lions Tour, including the three Test matches between the Wallabies and the British and Irish Lions.
Part of a multi-year agreement, Rugby Australia plans to use the app for international and franchise matches following the Lions tour.
The Rugby AU Tickets app delivers digital tickets that are secure from fraud while providing enhanced fan engagement features including real-time event notifications, direct access to corporate and travel packages, and content-rich match-day experiences for both travelling supporters and hospitality guests.
Rugby Australia’s Director of Commercial & Marketing James Durbin praises the new product: “With sellouts expected across the country, a customer-focused solution such as Tixserve is vital to enhance our fans’ experience. The system will allow streamlined entry to matches and other events, allowing fans to focus on enjoying the once-in-a-generation experience of the Lions Tour.
“We are delighted to be the first Australian rights holder to join with Tixserve and bring this fan-centric technology to our shores,” he adds.
“This multi-year agreement with Rugby Australia marks a significant milestone in Tixserve’s international expansion,” says Patrick Kirby, Managing Director of Tixserve. “Having successfully powered ticketing distribution for England’s RFU, the Welsh Rugby Union, and the Scottish Rugby Union, we’re thrilled to bring our proven technology to Australian rugby union fans for what promises to be the sporting event of the decade.
“Our digital ticket fulfilment platform is already used for a variety of sports and entertainment events, including cricket, tennis, football, and concerts in Ireland, the UK, and Hong Kong, and we look forward to getting the opportunity to respond to the business requirements of the wider Australian and New Zealand ticketing markets.
“In addition to top-level security, easy distribution and the guarantee that you are holding a genuine ticket, the dynamic nature of the platform allows fans elevated and content-rich customer service. At the same time, it gives event owners real-time validated data on their attendees. This environment enhances fan engagement, facilitates in-app marketing, and creates ancillary revenue opportunities for event owners and their business partners and sponsors, all while yielding significant cost savings compared to traditional ticket fulfilment,” he adds”
The digital-only ticketing approach aligns with Tixserve’s commitment to environmental sustainability and eliminating paper waste while significantly reducing fraud and scalping opportunities through advanced security features. The system has undergone extensive testing during Super Rugby Pacific matches and Wallaroos Tests to ensure seamless operation during the high-profile Lions Tour.
Supporting Tixserve’s expansion into the Australian and New Zealand market, Libby Ryan, Sportstech Market Executive for Enterprise Ireland, the Irish Government’s international trade and innovation agency, notes: “The idea of Tixserve originated when the co-founders, Patrick Kirby and James Kirby, were denied entry into a Rolling Stones concert as they had unwittingly bought fraudulent tickets. Roll forward a few years, and they’re revolutionising the ways that sports, music, and culture fans engage with events, teams, and sponsors, making sure no one else is ever denied entry or has a poor ticketing experience. We are delighted to see their ticketing revolution expand into another new market and to be able to support them with their in-market growth.”
The Lions Tour, which comes to Australia every 12 years, represents one of rugby’s most prestigious events. The 2025 tour will see matches countrywide, with unprecedented demand already driving ticket sales toward complete sellouts.
Key Facts:
Irish-based ticketing technology company Tixserve expands into the Australian sports events segment.
Joins with Rugby Australia to introduce a custom digital ticketing solution for the 2025 British and Irish Lions Tour.
The newly created RugbyAU Tickets app, a standalone white-label event app for Rugby Australia, will initially handle digital ticket delivery for all travelling and hospitality guests during the Lions Tour, including the three Test matches between the Wallabies and the British and Irish Lions.
About us:
About Tixserve
Tixserve is an Irish-based ticket technology company that specialises in white-label event apps and offers market-leading digital ticket fulfilment solutions. The Tixserve Software-As-A Service platform integrates with the various platforms used by its clients to sell tickets and distributes the tickets using proprietary, patented software The company serves major sporting organisations across rugby, football, tennis and others, delivering secure, sustainable, and fan-focused ticketing experiences. Dynamic, content-rich ticketing allows sponsors and event owners to drive additional revenue and engagement experiences. The Tixserve platform also has a proven track record of distributing digital tickets for music events, including high-profile sell-out concerts in the UK.