Premier League renews digital ticketing deal with Jacombs Tickets for 2026/27

The Premier League has renewed its official digital ticketing partnership with Jacombs Tickets after a 2025/26 pilot that blocked more than 47,000 bot attempts. The expanded 2026/27 rollout adds more away-ticket access, new mobile features and loyalty integration as the league pushes to cut scalping and improve matchday access.

Why it matters: - The renewal extends a digital ticketing system built to limit scalping and move tickets to genuine supporters. - The 2026/27 rollout expands the platform’s role across Premier League fixtures and could shape how fans access away allocations and matchday services.

What happened: - The Premier League renewed its official digital ticketing partnership with Jacombs Tickets for the 2026/27 season. - The renewal follows a review of the 2025/26 pilot, which was presented as the Premier League’s first AI-powered anti-scalping and fan engagement platform. - The original partnership began in August 2025 after a competitive tender process that included 17 technology providers.

The details: - The 2025/26 pilot detected and blocked more than 47,000 bot attempts. - The pilot reported a 99.7% ticket authenticity rate. - Post-match surveys showed a 98% fan satisfaction rating. - The platform integrated with all 20 Premier League club ticketing APIs. - The 2026/27 renewal raises ticket allocation from 5%–10% to 12%–15% of away allocations. - New mobile features will include in-app food and beverage ordering. - The renewal also adds integration with club loyalty programmes. - The partnership will expand to more Premier League fixtures. - Jacombs Tickets is available through its website.

Between the lines: - The renewal signals that the Premier League sees the pilot as a working test case, not just a technical trial. - The reported bot-blocking figures and fan satisfaction scores suggest the league wants both stronger controls and a smoother fan experience. - The broader fixture rollout points to a commercial and operational bet on digital ticketing becoming a larger part of matchday access.

What's next: - The partnership is in an early rollout phase. - A full public launch is scheduled for 2027. - Jacombs Tickets said it will build on the 2025/26 pilot in the next season. - The Premier League said the renewed partnership is expected to continue delivering positive outcomes for clubs and supporters.

The bottom line: - The Premier League is scaling up a digital ticketing model it says worked in pilot form, with more access, more features and a stronger anti-scalping push.