Don't Forget Your Tickets

Carl-Erik Michalsen Moberg
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  • TECHNOLOGY

Don' Forget Your Tickets is a podcast devoted to the unsung heroes of the spectator sports and events industries, the Ticketing Managers. We explore who they are, their well-guarded industry secrets, and how they entered the field. Beyond that, we delve into a broader ticketing realm, inviting experts from various fields to share their insights and stories. Our primary aim is to add value and highlight deserving individuals.(The podcast was originally named TicketingPodcast.com)

  1. 12/26/2025

    Boxing Day Special: The Ultimate Football Fan Journey; Ashley Lambell on Ground-Hopping, Matchday Magic, and the 92 Stadiums Challenge

    This episode of Don’t Forget Your Tickets is a special one. It’s a heartwarming and inspiring conversation that celebrates the magic of football fandom through the eyes of a true supporter. For the first time, we’re joined by a fan who has achieved something extraordinary – visiting all 92 Premier League and EFL stadiums. Ashley Lambell, a lifelong Northampton Town supporter and ground-hopping enthusiast, shares his incredible 26-year journey to complete the “92.” In this feelgood Boxing Day special, Ashley sits down with our co-host Clare Kenny to reflect on the highs, the lows, and the unforgettable moments that have defined his football adventures. Highlights from the conversation: The 92 Stadiums Challenge: Ashley recounts how his love for football turned into a lifelong mission to visit every Premier League and EFL ground, from iconic venues like Anfield to quirky gems like Kenilworth Road.Matchday Magic: Hear Ashley’s thoughts on the best and worst matchday experiences, including standout clubs like Burton Albion, Exeter City, and Bolton Wanderers, who go the extra mile to make fans feel welcome.Football and Family: Discover how football has shaped Ashley’s life, from childhood away days with his family to working in media at Nottingham Forest.The Fan Journey: Ashley reflects on how ticketing has evolved over the years, from queuing outside stadiums to the seamless digital experiences offered by platforms like TicketCo.The Human Side of Football: From the camaraderie of fans to the unique culture of English football, Ashley shares why the sport holds such a special place in people’s hearts.Tune in for a feelgood Boxing Day special that celebrates the passion, loyalty, and community spirit of football fans everywhere. Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

    27 min

  2. 12/15/2025

    First Female CEO: Ciara McCormack on Breaking Barriers in Irish Football

    This episode of Don't Forget Your Tickets is a special one. It’s a deeply personal and honest conversation that explores both the triumphs and tribulations of a truly extraordinary career in football. We're joined by the first guest on our podcast to have excelled at the highest level both on and off the pitch, earning caps for Ireland as a player and then taking on a club co-owner and CEO role off the pitch. Ciara McCormack, a former Republic of Ireland international, takes us on her unique journey from the pitch to the boardroom, where she became the first female CEO and co-owner of a men's and women's club in the League of Ireland, Treaty United FC. In her conversation with our co-host Clare Kenny she shares the raw, unfiltered story of what it’s like to transition from player to club leader, offering a rare look behind the curtain of professionalising a club. Highlights from the conversation: Player to CEO: Ciara discusses the transferable skills from her top-flight playing career that prepared her for the challenges of club leadership.A New Frontier: Hear about her experience as a pioneering female CEO in a male-dominated environment and the progress being made for women in Irish football.The One Club Model: Ciara explains why she championed equal resources and respect for both the men’s and women’s teams, and the backlash she faced for it.Volunteers vs. Professionalism: For the first time on the show, we tackle the dilemma of managing dedicated volunteers while striving to implement professional standards for match day operations and club management.The Fan Backlash: Ciara speaks candidly about facing a fan protest, the mental toll of online abuse, and the importance of humanising leaders in sport.Tune in for an inspiring and eye-opening account of resilience, leadership, and the passionate pursuit of building a football club from the ground up. Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

    26 min

  3. 11/26/2025

    Why Smarter Segmentation Sells More Seats - with Lukas Mikkel Hansen, Co-founder of Playmakers

    How many sports industry professionals do you know who have subscribed to 800 different club newsletters to learn how clubs around the world communicate with their fans? Probably none, but Lukas Mikkel Hansen, a young talent making waves in the sports industry, has done exactly that. In this episode of Don't Forget Your Tickets, we sit down with the young co-founder of Playmakers to get a unique vantage point on the digital divide between European and American sports. Lukas, who recently moved from Copenhagen to New York to launch Playmakers in the US, shares insights from his deep dive into club communications, revealing why so many organisations struggle to connect with their fans effectively despite having the right tools. We explore the critical differences in ticketing, fan journeys, and commercial strategies on both sides of the Atlantic. Highlights from the conversation: The 800-Club Experiment: What thousands of club emails reveal about the state of fan engagement and personalisation worldwide.Europe vs. USA: A look at the pros and cons of different ticketing models, from single-source systems to the complex resale culture in the US.Data is Key: Why mastering fan data is the ultimate competitive edge for turning loyalty into revenue.Segmentation in Action: Practical advice on how to stop sending generic messages and start communicating with fans in a way that feels relevant and personal.A Club to Watch: Lukas highlights why soccer club Portland Hearts of Pine is a prime example of a team doing things differently, and getting it right.Tune in to learn how to bridge the gap between having data and actually using it, and discover the key lessons Lukas has learned from operating in two of the world's biggest sports markets. Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

    26 min

  4. 11/20/2025

    Ian Dutton of Sporting Group International on Sponsorships, American Investment & Football's Future

    What is the real impact of American investment on English football, and how are clubs adapting to a changing sponsorship landscape? For answers, we turn to a man who has seen it all from the inside: Ian Dutton, UK Managing Director of Sporting Group International. In this episode, new co-host Clare Kenny sits down with the former Birmingham City FC Managing Director to discuss his 17-year journey at the club, the cultural shifts under new ownership, and his move to the global agency SGI. We dig into the long-term goals of US owners, the future of the independent regulator, and where the real commercial growth opportunities lie for UK and Irish sport. Highlights from the conversation: The American Wave: Why US investors are drawn to English football and what their long-term objectives are beyond the balance sheet.Cultural Shifts: A firsthand account of the monumental changes in communication, transparency, and fan relations that new ownership can bring.From Club to Agency: The transition from running a club to building global partnerships and what it takes to succeed on both sides of the table.The Power of Relationships: Why old-school, trust-based networking still delivers the biggest commercial wins in a digital-first world.Sponsorship & Storytelling: How to create authentic, meaningful partnerships by acting as a sales extension for rights holders, not just another agency.Ticketing & Fan Experience: The critical importance of the user journey and why simplifying the purchase process is key to engagement.The Independent Regulator: Will it scare off investment or create a more sustainable pyramid? An insider’s perspective on the pros and cons.Future Growth Areas: Identifying the emerging sectors, from AI to fintech, that will define the next wave of sports partnerships.Tune in for a masterclass in sports commercial strategy, leadership through adversity, and a look at the forces shaping the future of the beautiful game. Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

    21 min

  5. 10/28/2025

    How club-branded Fan Apps sell more tickets and build loyal communities - with Adam Stighäll, CEO of Forza Clubs

    What can a club-owned fan app do that social media can’t? A lot, especially when it comes to ticket sales, first-party data, and shifting fan behavior at scale, says Forza Clubs' CEO Adam Stighäll. In this season-opening episode, Adam explains why clubs and leagues are moving beyond algorithms to build their own “digital living rooms,” how ticketing becomes the killer utility that drives adoption, and the best practices behind paywalled content that fans actually value. We dig into launches across Scandinavia, behavior shifts like increased home game attendance, and the real resourcing it takes to make an app work week after week. Highlights from the conversation: Own the journey, not the algorithm: why clubs are reclaiming communication and data with branded apps instead of renting reach on social platforms.Ticketing as the adoption engine: how digital tickets, transfers, and season card utilities drive monthly active users and repeat engagement.What to keep free vs. what to gate: the 80/20 model for premium content, early access windows, and avoiding fan backlash.Longer-form wins in apps: why the same interview that’s 2 minutes on social should be 8 minutes in your app—authentic, low-edit, and higher value.Who converts first (and why): younger hardcore fans download early; ticketing utility brings the laggards.Proven outcomes: how moving attention from social to a club-owned app correlates with more home game attendance and higher sales.Data that matters: building a fan database with demographics and preferences to power automation, merchandising, and smarter campaigns.Resource reality: how to shift 4–5 hours a week into app-first content, what to stop doing on social and what to do more of in your own channel.Say no to reinventing the wheel: why standardising best practices across launches beats bespoke one-offs that don’t scale.Adam’s core message: when clubs create a genuine, branded home for fans where utility and content live together, engagement grows, data compounds, and ticketing performance follows. Tune in for practical playbooks, real-world results, and a clear path to turning fan apps into your primary sales and engagement platform. Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

    26 min

  6. 08/27/2025

    50th Episode Anniversary Podium Special: Mastering the Crowd: Safety, Trust, and AI in Modern Events - with Morten Therkildsen MSc

    Don’t Forget Your Tickets — Podium Special with Morten Therkildsen What can a Japanese tea ceremony teach us about running safe football matches? Quite a lot, according to operational safety expert Morten Therkildsen. In this special episode, one of our most downloaded guests returns to share lessons from his work across UEFA tournaments — from the Europa League and Champions League finals to stadium safety projects with clubs like Tottenham Hotspur — as well as Roskilde Festival and beyond. 🔑 Highlights from the conversation: The tea ceremony lesson: why even after 11 years as a “student,” you never stop learning — and why crowd managers should adopt the same mindset.Football vs. festival crowds: why competition changes everything — from how fans arrive, to how they act, to how risks develop.The Golem effect: how the way you think about your crowd shapes how they behave.The rise of AI in crowd safety: density monitoring, real-time decision support, and why tech should always complement, not replace, human expertise.Showstop procedures and prevention: what tragedies like Astroworld reminded the industry about acting before accidents happen.Morten reminds us that whether it’s 100,000 festival-goers in Denmark or a packed Champions League final in London, operational excellence comes from trust, mindset, and a willingness to always be a student. 👉 Tune in for football insights, remarkable stories, and practical lessons from one of Europe’s most trusted voices in safety and crowd dynamics. Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

    34 min

  7. 06/19/2025

    Why your sponsorship strategy needs a human heartbeat: Insights from James Wynne, founder of Playbook Sponsorship

    In this episode of Don’t Forget Your Tickets, we’re joined by James Wynne—founder of Playbook Sponsorship and a sponsorship leader whose work has spanned the Caribbean Premier League, Digicel, Guinness under Diageo, and powerhouse football brands like Chelsea and Manchester United. James shares his personal journey from working with global giants to launching his own consultancy—and along the way, he unpacks the biggest opportunities and challenges in sports sponsorship today. Key themes you’ll hear about:  ✅ The importance of authenticity: Why authentic stories and shared values—not flashy logos—create lasting sponsorship success. ✅ The power of B2H (Business to Human): How smart clubs and brands are moving beyond B2B and B2C mindsets to forge real, emotional connections with fans. ✅ Middle Eastern sponsorship trends: Why legacy and grassroots investment—not just visibility—are driving long-term success in emerging markets. ✅ The role of storytelling: From “Drive to Survive” to small club success stories, hear how narrative can transform your commercial approach and build communities around your club. Near the end, James offers powerful takeaways for club commercial teams: start with who you are, avoid the short-term money trap, and build sponsorships that last for years. He also shares a real-world example of Bohemians FC’s success—an inspiring case for every club that wants to stand out and win the long game. If you’re a ticketing manager, commercial manager, or fan engagement leader, this episode is for you. 🎧 Listen now—and get inspired to rethink how your club’s story can become its strongest commercial asset. Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

    27 min

  8. 06/10/2025

    50th Episode Anniversary Podium Special: Brooke Arthur on Olympic Ticketing, Growth, and Storytelling

    To celebrate the 50-episode milestone of Don’t Forget Your Tickets, we’re revisiting our most downloaded guests in a special mini-series: the Podium Specials. First up is Brooke Arthur—a ticketing expert whose journey spans from her early days at Vancouver 2010 to her role in hospitality ticketing at Paris 2024. Throughout her career, Brooke has worked at some of the most high-profile global events, shaping exceptional fan experiences in environments where precision and passion meet. In this episode, Brooke shares:  ✅ What it means to work in ticketing for the world’s biggest sporting events  ✅ How digital transformation is changing the game for fans and clubs—through real-world, human-focused strategies  ✅ The power of empathy in leadership and in supporting fans  ✅ Why storytelling is an essential part of ticketing, not just a “nice to have” Brooke also opens up about the adrenaline of live events, her thoughts on the future of ticketing, and how her ongoing MBA studies are helping her see ticketing as a dynamic blend of strategy, operations, and human connection. If you’re in sports ticketing and want a real-world look at how top professionals are rethinking the matchday experience, this episode is a must-listen. 🎧 Tune in to the first of our three Podium Specials—celebrating the magic of ticketing and the people who bring it to life. Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

    32 min
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About

Don' Forget Your Tickets is a podcast devoted to the unsung heroes of the spectator sports and events industries, the Ticketing Managers. We explore who they are, their well-guarded industry secrets, and how they entered the field. Beyond that, we delve into a broader ticketing realm, inviting experts from various fields to share their insights and stories. Our primary aim is to add value and highlight deserving individuals.(The podcast was originally named TicketingPodcast.com)

Information

  • Creator
    Carl-Erik Michalsen Moberg
  • Years Active
    2023 - 2025
  • Episodes
    69
  • Rating
    Clean
  • Copyright
    © 2025 Don't Forget Your Tickets
  • Show Website
    Don't Forget Your Tickets