INNOVATION/TECH ANGLE: UK Athletics Modernizes Game Day Access with New Digital Ticket Platform……

In a move aimed at enhancing the fan experience and embracing the latest in ticketing technology, UK Athletics has officially launched a new digital ticket marketplace for Kentucky Wildcats sporting events. The platform is designed to streamline ticket purchasing, provide a more secure experience, and give fans greater flexibility when buying or reselling tickets.

The new marketplace, developed in partnership with a leading sports technology provider, will serve as the central hub for all official ticket transactions related to Wildcats games. Fans can now browse available seats, purchase directly through a verified system, and access their tickets digitally — all from their smartphones or desktop devices.

“This is a major step forward in how we serve our fans,” said UK Athletics Director Mitch Barnhart. “We’ve listened to feedback and recognized the need for a ticketing experience that’s modern, secure, and easy to use. This platform delivers all of that, and more.”

Key Features Include:

• Mobile-first design: Fans can search, purchase, and store tickets directly in their digital wallets.

• Verified resale options: Season ticket holders and fans unable to attend games can safely resell tickets to others via the official platform.

• Real-time updates: Inventory and pricing are updated live, allowing users to make informed purchasing decisions.

• Fraud protection: Every ticket is authenticated to eliminate the risk of counterfeit entries.

The platform also integrates with UK Athletics’ existing mobile app, making it easier for fans to manage tickets, parking passes, and game-day updates all in one place. This integration is part of a broader initiative to digitize the entire game-day experience — from entry to concessions.

“Technology is changing how fans engage with sports, and we want Kentucky to be at the forefront,” said Barnhart. “This system is just the beginning of many enhancements we’re exploring to make coming to a Wildcats game as seamless and enjoyable as possible.”

UK Athletics has also emphasized that the move supports sustainability efforts by reducing paper waste from printed tickets and promotional materials.

The digital ticket marketplace is now live and available for use ahead of the upcoming fall sports season. Fans are encouraged to create or update their accounts to ensure a smooth transition before attending games.