The Future of Football: Ticketing Apps and Livestreaming

As the Coronavirus pandemic continues to rumble on, many industries are predicting what their futures may look like – whether that’s offices who want to establish a more flexible way of working (as employees divide time between the office and home), schools testing out new contact systems, through to pubs and bars that have established table service arrangements – we’re living in a time of experimentation.

Football is no different – this weekend (19^th September), some experiments are going ahead in the EFL with a maximum of 1000 people attending select games. Non-League has been back for a few weeks now but even at these levels, maximum capacities and experimentation is happening.

As the last groundhop I did before lockdown, I returned to Ashton Town this week to have a look at the innovations they put in place for their first home game back – how will they affect games at these levels going forward? Well, that and a Wigan Athletic legend making his debut for the club encouraged me to go too!

Emmerson Boyce, the 40-year-old former Wigan Athletic captain, who lifted the FA Cup in 2013, signed for Ashton Town 3 weeks ago  – saying it was a ‘thank-you’ to chairman Mark Hayes for his years of charity work. Ashton have big ambitions for promotion this season (also appointing former Chesterfield striker, Glynn Hurst, as manager) and this signing made waves on the non-league scene. The capacity for this match was set at 150 – while this is certainly far more than the average crowd 10^th-tier Ashton get, they would have got far more in if no restrictions were in place. And it was all marshalled by a new Manchester-based ticketing app, Shocal.

The lockdown has undoubtedly provided the perfect opportunity for these types of apps to grow their user base (I’m absolutely pig sick of seeing that Just Eat advert with Snoop Dogg – and no, I’m not linking to it) – and Shocal have moved quickly in an attempt to establish themselves as ‘the home of local deliveries’ for a range of different business in Greater Manchester. They aren’t the only home delivery app that has created a ticketing arm – I’ve seen other non-league sides promoting different ones – but I believe Shocal is one of very few that offer partners more than just an avenue to sell tickets. In fact, Ashton have put their entire club shop on the app – you can buy season tickets, scarves, player sponsorship and a plethora of Emmerson Boyce memorabilia on there.

For football clubs, having a means to make the purchasing process easier will help to promote them, working to increase their revenue – customers appreciate a quick, no-nonsense way of finding what they need above everything else. Mobile phone apps (especially ones that work!) offer such convenience – and I’m pleased to report that Shocal offered a seamless, secure way of buying my ticket (I was even tempted by the Emmerson Boyce cushion they had in the shop too). On approach to the ground, the representative of Shocal scanned the QR code on my phone and I was in – no waiting around, no fishing in my pocket for the right change; straight in to beat the queue at the bar for my can-of-Carling-in-a-plastic-cup. Yep, still no Leffe behind the bar.

Whist having the club shop on an app is great for non-league sides to potentially increase their revenue on a more consistent basis, it should go without saying that ticketing apps won’t be needed for the vast majority of games at this level. However, I won’t be surprised to see ticketing apps brought forward into the professional ranks in the next year or two. As someone who has apps for buses, taxis and Wetherspoons, I’m actually a bit surprised they haven’t been introduced already – the ordering ease they provide can’t be questioned. Not great news for paper tickets – as a collector myself, it’ll be a shame to see these physical reminders go, but with the time and money it costs to produce, print and send them out, it doesn’t make sense to keep doing it.

Another experiment that was conducted for this match was a livestream. Broadcasting games over the internet is nothing new, but the pandemic has provided an opportunity for service providers, leagues and clubs to experiment with it on a mass level. As a groundhopper, you can probably guess that I’m against streaming and television in general – I don’t think the way it has influenced the game (changing kick-off times, encouraging people to not go to the match, growing a generation of fans who have never been to a match, who then label clubs as ‘tinpot’ for having empty seats, etc) has been positive – but we mustn’t kid ourselves any different; just like the ticketing apps, they provide a quick and convenient way of watching football.

For the professional level, I’m very worried about the effect it’ll have when things eventually (hopefully!) get back to normal. Despite a few boomer hiccups with the EFL’s iFollow service, it has generally been a success in providing fans with access to games. Before the pandemic, football games held at 3pm were not allowed to be streamed in the UK to protect crowd numbers – but as we’ve seen through the rise of streaming services and YouTube, the money is moving from television into the streaming market – Amazon already have a Premier League TV deal and will no doubt be pushing for more slices of the Sky/BT pie in the next few years.

If television has the power to move games, streaming companies will be powerful enough to dictate what they want too – it isn’t inconceivable that a streaming company will come in with a big offer for the EFL and as many of clubs (including my own) are currently on their arse, it stands to sense they’d submit to anything asked of them. Unless clubs let people in for free, I can’t ever see the vast majority of stadiums being anywhere near full – again though, it makes perfect sense; people don’t want to travel to games, spend extra money on programmes and catering when they are able to watch it from the comfort of their own home.

 So where does that leave non-league clubs? Here at Ashton Town, they provided those who couldn’t get a ticket with an opportunity to stream the match for £1 – and 362 took them up on that offer. I have no idea of the cut they may have got, but let’s just say it was half – that’s £131 going to a club that usually gets 50 people on the gate (add that to 150 who were the game, and that’s over 500 people watching a game between a 10^th tier side and an amateur club). The signing of Emmerson Boyce was the obvious attraction, which is why (beyond the odd curiosity like a former pro in action or a big match), I can’t see the streaming of non-league games lasting long-term – there simply isn’t a big pre-existing audience there to tap into. The attraction of non-league football is the ground and what you experience there, so unless they bring in some virtual reality app that recreates everything (the smell of the mud, the materials of the wonky stand, a dog pissing on an advertisement board, etc), the same people will continue to go these games.

However, just like how the shop app provides a way for non-league sides to promote themselves, I think the streaming of matches in non-league can give a curious local the opportunity to see a side in action, potentially encouraging them to go one day or at the very least, buy an Emmerson Boyce keyring. It’s how you use the technology that matters – and as these experiments continue, I hope clubs and leagues are able to find a way of encouraging people back to games, rather than presenting them with reasons to stay on this ‘new normal’, streaming games long after the pandemic is over.

As for the match itself, it was great to see Boycey back playing football – he’s obviously a legend at Wigan for his 9 years service and winning the FA Cup, but he’s a great man to boot; always willing to get involved with local community projects and charity work. Playing at centre-half, he marshalled his new side to a 5-1 win over Orrell Athletic – who despite playing their football many levels below their hosts in the South Lancs League, put up a great show. They certainly scored the goal of the game when their forward lobbed the Ashton goalkeeper from just inside the penalty area!

While the signing of Boycey can be seen as great marketing for the club, his ability and experience will undoubtedly help Ashton on the pitch too. Straight from kick-off, he was rallying his teammates and dishing out instructions – just by this brief insight, I can only imagine playing alongside him will encourage players, getting the most out of their own abilities and even help to improve their own game. I hope more former professionals consider similar moves; if grassroots clubs are given the means by the FA to offer a way into coaching for them, I’m sure we may see more of this.

As it turned it, the experiment on this night was a success; everyone had a great time, easily socially distancing in the 2,000-capacity ground and the ice cream van parked inside the ground even played the Match of the Day theme for our half-time entertainment. Ashton have already got tickets on the app for their opening league home match against St. Helens Town in October, with a maximum of 300 now allowed in – so I made sure to snap one up.

Here’s hoping the professional clubs are just as successful with their own experiments so we can all get to games as safely as possible. In the meantime, we’ll have to settle for the television and livestreaming.

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Ashton Athletic vs. Greenalls Padgate St Oswalds

After FIVE MONTHS of not watching a football match in person, I’m delighted to say that I’m back on the groundhopping bandwagon – but rather than spread my own brand of disease throughout the public transportation network, I decided to keep my first trip as local as possible. This is why I’m at Brocstedes Park to see North West Counties League Premier Division Ashton Athletic play Cheshire League side, Greenalls Padgate St Oswalds in a pre-season friendly.

If you recall from my last groundhop at Athletic’s rivals, Ashton Town on the 14^th March, I was planning on coming to Brocstedes on that day but the game was postponed due to the developing pandemic. As it turned out, the following 10 days saw the country placed on lockdown and football at all levels wasn’t played for months – even now still, the professional game is being held behind closed doors. That was initially the plan for non-league too, but as these clubs’ entire income is based on what comes from the gate, sense prevailed and the authorities gave the go-ahead for limited capacities to be let in. As most clubs below the National Leagues have ground capacities of more than a thousand and a couple of hundred (at most) coming through the gate, it really isn’t difficult to upkeep social distancing measures.

During the pandemic, in the strive to keep up a fitness regime of sorts, I took up walking like many others; I had many a great day (and still do), walking to the local country park, spotting wildlife, getting pissed on rum-and-coke, etc. As Brocstedes Park is roughly four miles from where I live, I decided to make more of a day of it by walking to-and-from the ground, naturally with a pub stop on the way.

After an epic 45-minute ramble, I stop for a pint break at The Park in Bryn; a Marston's-owned pub, it's quite cosy inside (not always the case with Marston's – they sold The Swan and Railway 18 months ago, a notable pub in Wigan town centre as it sits opposite the mainline train station, after many years of genuinely not knowing what to do with it. After a refurb and a reimagining of the beer selection, it’s doing better now). In The Park today, there are social distancing markers everywhere, staff wearing face shields, me wearing a snazzy light-grey cardigan…so let battle commence. After a quick peruse of their taps, I plump for a pint of their own-brand Smooth to cleanse the palette. You always know what you're getting with a Marston's Smooth, it does a job; the James Milner of mass-produced bitter.

Most of the walk to the ground from there (just over a mile) is done in complete shock after seeing an advert for festive menu bookings. How is it (almost) September already? We've lost a year through all this – normally, I’m moaning about Christmas advertisements at this time of year, but it all hits home just how much time has gone, so I’m too stunned to moan about it. Still, it was a nice walk to the ground; it’s all country lanes and farms, occasionally bleeding into motorway bridges – Brocstedes Park itself sits in the middle of a group of farms who make it quite clear what they are with ornate signage on their gates, and sheep roaming around provide a big clue too.

Whilst it’s great the club have a home to call their own, it isn’t exactly ideal for the foot traveller or and/or those who want to have a few jars – the nearest bus stop is a good mile away. With land difficult to come by at the best of times, it just goes to show how difficult it is for non-league sides to find an ideal location that suits the club in terms of building a facility that will attract and develop players, but also to build the supporter base that provides the finances for them to push on.

Founded in 1968, Ashton Athletic started life in the Wigan Sunday League, moving up through the divisions and winning various cup competitions – a later switch to Saturday football in the Warrington League brought similar successes. After developing a ground at Brocstedes Park, the club joined the Lancashire Combination, later becoming founder members of the North West Counties League when the LC combined with the Cheshire League in 1982. Non-League football was changed, becoming more organised in a sense – which meant money was needed to bring clubs and their grounds up to a set standard. Unfortunately, there wasn’t much money knocking about to be spent on Brocstedes, so in 1986, Ashton were effectively relegated to the second tier of the Manchester League.

At the turn of the millennium, the club embarked on a youth development policy, forming part of

their ten-year plan to improve the club and its facilities. This helped them to gain access to several grants made available from the Football Foundation and Wigan Council; the main pitch got a new drainage system, a second pitch was acquired and improved, new changing facilities and a clubhouse was built. All these enhancements allowed the club to regain their membership to the NWCFL in 2006 – additional improvements to the ground since then have seen more seating installed. Their second season in Division One of the league saw a third-place finish, which was enough to gain them a promotion to the top tier of the North West Counties. A level they have remained at ever since.

In more recent times, the club have had three great runs in the FA Cup – winning three ties to reach the Second Qualifying Round in 2016, where a crowd of 479 saw the visit of FC Halifax Town, who ran out 5-0 winners. Ashton went one better a year later, facing another Step 2 side in the shape of Chorley, again at home. A record crowd of 610 packed into Brocstedes as the visitors squeezed into the final Qualifying Round – winning 1-0, the match streamed live on the BBC Sport website. In 2018, the club reached the Second Qualifying Round again, being drawn away to York City – although they suffered another 5-0 defeat to yet another National League North side, they nevertheless learned a lot from playing such a prestigious club in front of a crowd of more than a thousand.

These three huge shots of income have undoubtedly further helped to develop the club; aiding their push to get in the Northern Premier League – they were lying in 5^th in the NWCFL’s Premier Division when football at these levels was abandoned last season, and hopes remain high that they can get there sooner rather than later. Their youth development philosophy has continued; they currently have a wide array of teams; from Under-7s, right through to Under-18s and even a Development Squad (‘Reserves’ in old money) – not necessarily something that’s common at this level of football. They’re certainly making great strides to become Wigan Borough’s second-best producer of youth footballers, anyway (after Wigan Athletic, obviously!)

There are full social distancing measures and a one-way system in place in the clubhouse; a nice, roomy facility that’s well-set to make concessions for this ‘new normal’. With a choice of Coors or Tetley’s Smooth on tap, it isn’t really a choice – it’s another smooth bitter for me. I got here just after 2:15 pm, expecting there to be quite a few here at the first public game they’ve held since March – there’s a couple of others in the clubhouse and a small crowd outside, but not as many as I’d have hoped. I’m not complaining – it at least lessens the chances of me getting COVID – but it would have been great for the club to get more £4 entries on the gate. 

As much as I'm revelling being back in a clubhouse, drinking my Tetley’s and watching Cash In The Attic on one of the big tellies, there was a game to watch! I walk out to the side of the pitch for the kick-off, before moving to the larger of the two stands midway through the half – this structure has three rows and covers most of one half of the pitch. The other stand is tiny and lies right in the corner – I’ve no idea, but I suspect this was put there to abide by ground grading rules for 'number of seats'!

Today’s visitors, from Padgate in Warrington, play in the Premier Division of the Cheshire League – two tiers below Ashton. It’s no surprise then, that the home side look the much stronger team – they’re quicker to the ball, spending much of the first 20 minutes probing down their opponents’ side (why does everything I write seem to be an enthusiasm these days?) Despite the dominance, it takes ‘The Yellows’ 23 minutes to score the opening goal – a well-placed finish from the edge of the area. The floodgates were open; just a minute later, Ashton swarm up Greenalls half again, winning a penalty that was slotted home with ease.

By the time I get my second pint of Tetley’s and take my seat in the stand, the temperature has dropped and there’s a cutting breeze in the air – my decision to wear a snazzy cardigan is looking increasingly idiotic by the minute. Half-an-hour in, Ashton add a third through a close-range finish – the dejected Greenalls players must have felt even more put out by the sound of two kids singing ‘three-nil, three-nil’ in their angelic tones. At least these players get to run about and keep warm, not be freezing like some people who have come out, ill-dressed for the weather.

After slipping in a fourth just before half-time (another close-range finish), Ashton don’t let off at the start of the second; scoring the pick of the goals early on. Some careful, intricate play down the right-hand side (where I'm sat) eventually sees the ball crossed in and headed home. Not long later, it's six; a shot inside the area is saved by the keeper, but it falls back to the striker who lays it across to a teammate to roll in. Greenalls do get one back – a break sees them 2-on-1, the ball played across and side-footed in. It was a decent finish as it came to him quite quickly – Ashton respond by netting another from close-range.

The main issue with Greenalls (as highlighted by one of two blokes with high-quality digital cameras sat below me – definitely groundhoppers!), is that they keep playing the ball out from the back every time they have a goal-kick. This recent rule change that allows for defenders to stay in the penalty area for a goal-kick (so they can receive it short) has been interesting to watch – while it undoubtedly allows for the play to be built up from the back, it does lead to the other team pressing you into mistakes – I’m not sure it’s a good idea for a team who plays in the 11^th tier of English football to constantly keep doing this. I understand the need to learn and improve, but at least belt it long once in a while when you're under pressure, lads!

Ashton add two more; the eighth is a well-placed finish, across the goal and in the corner, whereas the ninth is a result of a ball being slipped through the defence (claims for offside not given) and the striker places it in the corner. There was even a chance for a tenth; the keeper making a save and the ball just-about cleared before the referee blew the whistle to end the match – two minutes early, by my clock! Fair play to Ashton for not letting up and keeping on putting pressure on their opponents. While there was an obvious gap in quality, it will do them no harm to sharpen their attacking play with the season approaching. If all teams play out from the back, they’ll be champions by March.

So as I’m walking back to civilisation, I’m left to reflect on this ‘new way’ of watching football; sanitising your hands, one-way systems, keeping your distance from people – what new way? The only thing that’s new here is my new-found passion for walking; something that I’m hoping to continue for a few more groundhops in the coming months. Well, until Christmas, anyway – the only season when I'm properly dressed for the weather!

Ashton Athletic 9

Greenalls Padgate St. Oswalds 1

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