The Football Association of Malawi (FAM) has introduced a new e-ticketing system, SAS FAM Tickets, to enhance gate management and prevent gate fraud. The system allows fans to purchase tickets online via www.famtickets.com. This move is part of FAM's efforts to improve the overall match-day experience. The new platform was tested during Malawi's 2027 Africa Cup of Nations qualifier against South Sudan at Bingu National Stadium in Lilongwe. The match saw a win for the Flames with a score of 2-1.
FAM media officer Collins Nsunza stated that the association added SAS to its list of ticketing service providers to assess its suitability for future matches. The evaluation will focus on the system's performance in ticket verification and revenue collection. Nsunza mentioned that the initial observation was positive, with the online platform being user-friendly and the scanning process being easy and secure. However, a comprehensive assessment of the system will be conducted after evaluating the entire ticketing process.
The introduction of SAS FAM Tickets has raised questions about the future of another e-ticketing service provider, Kwenda.Co, which FAM engaged a year ago. Kwenda.Co experienced challenges, including fake tickets beating the verification system during validation. Nsunza clarified that ticketing systems do not directly control stadium gates, as gate management and crowd control remain the responsibility of designated match-day operations and security teams.
FAM marketing manager Mayamiko Kafwamba expressed satisfaction with the K52.1 million realised from the South Sudan match in relation to the turnout. He noted that the turnout wasn't as expected, but the revenue realised was not significantly different from the turnout. Advance standard tickets for the match were sold online at K8,000, compared with K10,000 on match day. VIP tickets cost K20,000 in advance and K25,000 on match day.
FAM has opened the online purchase of tickets for the Scorchers' Olympic Games qualifier against Zimbabwe set for October 9 at Bingu National Stadium. Football marketing expert Kevin Moyo advised FAM to invest in e-ticketing infrastructure to maximise revenue collection. Moyo emphasised the need for high-performance ticket scanners and stable internet connectivity to detect fake tickets and improve the overall ticketing experience.
The new e-ticketing system is part of FAM's efforts to identify systems and solutions that can effectively support its long-term move towards secure, convenient, and efficient ticketing. Nsunza stated that the objective is not simply to change providers but to find a suitable long-term solution. The association will continue to explore means of improving gate management before settling on a suitable solution.
The SAS FAM Tickets platform was previously used to handle Airtel Top 8 matches and the CAF Champions League first-leg encounter between Mighty Wanderers and Tanzania's Simba SC at Bingu National Stadium. FAM tested the platform during these events to assess its performance and suitability for future matches. The association aims to provide a seamless and secure ticketing experience for fans.
Key points
- FAM introduces new e-ticketing system, SAS FAM Tickets, to improve gate management and curb fraud
- The system was tested during Malawi's 2027 Africa Cup of Nations qualifier against South Sudan
- FAM aims to identify a suitable long-term solution for secure, convenient, and efficient ticketing
