One empty seat in a full stand under floodlights, minutes before kick-off

Not a ticketing company

The empty seatis the business.

Twelve is the layer that fills it, between the ticketing platform, the CRM and the access control a club already runs. It authorises the transfer, verifies the holder, records the scan and keeps the audit trail. It never sells a ticket, holds money, replaces a system or touches the turnstile.

A LAYER, NOT A VENDORNOTHING REPLACEDNO LICENCE FEEONE SUPPORTER RECORD

Follow the empty seat Book a 20-minute demo

What a club can count on

01The systems you run stay
Twelve reads from the ticketing platform, the CRM and the access control, and writes to one supporter record. Nothing is replaced, nothing is migrated.
02Live outside sport
The same stack runs in production inside a major operator's estate. A layer can do that; a ticketing company cannot.
03No licence fee
No per-ticket charge either. Twelve takes a share of a disclosed fee on a capped price, so it earns only when the club does.
04Luxembourg
Built and run from Luxembourg, for clubs across Europe.

01 / 04

Sold in July. Empty in February.

Nothing in the club's reporting flags it: the seat was paid for, so on paper it is fine. In the ground it is a gap. No spend, no atmosphere, no broadcast picture.

02 / 04

Two taps, and the seat is released.

A supporter who cannot attend lets the seat go inside the club's own app, at face value. The original credential dies the moment it is released.

03 / 04

A real supporter takes it.

Sold through a channel the club authorises, at a price the club sets, with the service fee returning to the club instead of leaving the game.

04 / 04

The gate writes the record.

The person who actually walked in is written to one supporter record, next to their attendance history. That record is what everything else is built on.

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01 · Where Twelve sits

Not a ticketing company.
The layer between the systems you run.

Twelve sits between the parties that already exist. It authorises a transfer, verifies who is holding the seat, records the scan and keeps the audit trail. The platform you run still sells the primary ticket, still processes the payment and still owns the seat map. It just gets busier.

The same stack already runs in production outside sport, inside a major operator's estate. A ticketing company could not do that. A layer can.

Never sells a primary ticket

That stays yours, on the platform you already pay for.

Never holds anyone's money

Your payment provider settles, exactly as it does today.

Never replaces a system

No migration project, no tender, no capital request.

Never touches the turnstile

The readers you have. No new hardware at the gate.

One connected journey

Every interaction
makes the next
one more valuable.

From the turnstile to the boardroom, Twelve keeps the supporter journey connected. Every step feeds the same record instead of a new silo.

The MY TEAM app: tap in at the gate with the ticket in the wallet

Attend

A ticket creates the first verified matchday touchpoint.

The MY TEAM app: one membership with seniority, away points and ballots

Belong

Membership and loyalty turn attendance into recognition.

The MY TEAM app: choosing an amount to invest in the club’s fan bonds

Participate

Offers, access and supporter finance reflect real commitment.

The MY TEAM app: a supporter’s season record with streak, tier and badges

Understand

The club sees one living record and can act on it season after season.

02 · Why nobody fixed it

Same seat.
Opposite incentive.

Picture a cinema that hires a company to sell its tickets. That same company runs the site where people resell the tickets they cannot use, and takes a cut of every resale at whatever price the market will bear.

Ask it to cap resale at the original price and hand the cut back, and it will find reasons not to. Not because it is slow, but because you have asked it to delete a revenue line. That is the whole moat.

Today

Price uncapped. The fee is taken by a site the club has no relationship with, and the buyer stays unknown.

With Twelve

Capped at face value through a channel the club authorises. The fee returns to the club, and the buyer is named.

Why Twelve can

Twelve earns a share of a disclosed fee on a capped price, so capping the price costs it nothing. Same seat, same transaction, opposite incentive.

03 · The pressure

The problem is moving
towards the club.

For years the answer to unauthorised resale was to chase the resellers. It did not work: a site in one country serves supporters in another, and the harm is spread thinly across thousands of people who each lose a little.

Once an authorised, capped channel is expected, not having one stops being a missed opportunity and becomes an exposure.

Then

Resale was someone else's problem. Clubs disclaimed it and nothing changed.

Now

The limit is set when the ticket is issued, and whoever operates the channel answers for it.

From above

Price limits, named tickets and organiser authorisation, tightening year on year.

From below

Supporters overpaying, refused at the gate, and blaming the club rather than the site.

04 · The problem nobody owns

The ground sells out,
and the club still cannot name most of the people in it.

A season ticket is paid for in July. If the holder does not attend in February, no revenue is lost on paper, so nothing flags it. The club still loses the food, the drink, the retail and the atmosphere, and the broadcast picture shows the gaps.

A season ticket holder brings three friends, and the club knows one name out of four. Sponsorship valuations, CRM segments and matchday planning are all built on who bought, not who came.

Attended and known to the club

The account holder. The only real record.

Attended and anonymous

Friends, family, forwarded tickets, informal resale. In the ground, invisible to the club.

Paid for and empty

No spend, no atmosphere, no broadcast value. Invisible in the accounts, because it was sold.

Nobody's job

Ticketing stops at the sale, CRMs use what they are given, and loyalty sits downstream of a record that was never collected.

05 · Then the record pays for itself

Filling the seat is the wedge.
The record is what the club keeps.

Every authorised transfer and every scan writes to one supporter record. Nothing is re-keyed, nothing is reconciled in a spreadsheet before a ballot, and the record grows on its own from activity the club already generates.

Loyalty is bundled with the transfer layer rather than sold as a separate line, because on its own it is a cost the club has to justify. Attached to a record that fills itself, it makes every other department's numbers real.

Sponsorship that can be evidenced

Redemptions attributed to real supporters

Ballots that defend themselves

Priority from attendance, not a spreadsheet

Away allocations that are fair

Tenure and travel history, visible to the fan

Retail and hospitality that convert

Offers aimed at people who actually attend

Renewals you can forecast

Lapse risk visible months before renewal

06 · What Twelve is paid for

Three problems a club already has.
Three things Twelve is paid for.

Criterion	The problem	What Twelve is paid for
The empty seat	Seats are sold and then not used. A supporter who cannot attend has no easy, legitimate way to release the seat, so it goes empty or moves informally at whatever a stranger will pay. The club loses every secondary euro on an empty seat, and gains a supporter who overpaid and holds the club responsible.	Releasing a seat becomes a two-tap action inside the club's own app, capped at face value, with a real supporter in it. Utilisation rises on seats the club has already been paid for, measurable inside one season against a number the turnstile already collects.
The fee that leaves	Resale happens whether or not the club permits it. The service fee is earned today by a site the club has no relationship with, at a price the club does not set, while the club carries the reputational cost.	The fee returns to the club on every authorised transfer, at a disclosed rate on a capped price, with a per-seat audit trail. No licence fee and no per-ticket charge: Twelve earns a share of that same disclosed fee, so it earns only when the club does.
Sponsors want proof	Sponsors have stopped accepting reach as a measure. They want evidence that supporters did something: bought, visited, redeemed, switched. The club's record stops at the account holder, and nothing connects a fan to a purchase at a partner.	The record already holds a verified supporter and their attendance history. Attributing a redemption at a partner back to that supporter turns a sponsorship from an impression into a measurable channel: codes, vouchers, partner APIs and reward triggers, on the payment provider the club already uses.

The empty seat

The problem: Seats are sold and then not used. A supporter who cannot attend has no easy, legitimate way to release the seat, so it goes empty or moves informally at whatever a stranger will pay. The club loses every secondary euro on an empty seat, and gains a supporter who overpaid and holds the club responsible.
What Twelve is paid for: Releasing a seat becomes a two-tap action inside the club's own app, capped at face value, with a real supporter in it. Utilisation rises on seats the club has already been paid for, measurable inside one season against a number the turnstile already collects.

The fee that leaves

The problem: Resale happens whether or not the club permits it. The service fee is earned today by a site the club has no relationship with, at a price the club does not set, while the club carries the reputational cost.
What Twelve is paid for: The fee returns to the club on every authorised transfer, at a disclosed rate on a capped price, with a per-seat audit trail. No licence fee and no per-ticket charge: Twelve earns a share of that same disclosed fee, so it earns only when the club does.

Sponsors want proof

The problem: Sponsors have stopped accepting reach as a measure. They want evidence that supporters did something: bought, visited, redeemed, switched. The club's record stops at the account holder, and nothing connects a fan to a purchase at a partner.
What Twelve is paid for: The record already holds a verified supporter and their attendance history. Attributing a redemption at a partner back to that supporter turns a sponsorship from an impression into a measurable channel: codes, vouchers, partner APIs and reward triggers, on the payment provider the club already uses.

Every club already has a payment provider.

That is an advantage rather than an obstacle. Twelve never asks a supporter to adopt a new card, the hardest behaviour change in consumer finance. It attaches attribution to spend that is already happening, through rails the club has already approved. No new card, no interchange, no payment licence.

A supporter paying with a phone at a stadium concourse kiosk

The three problems

THREE PROBLEMS.
ONE RECORD.

The seat nobody sits in. The fee that leaves. Sponsors who want proof.
Twelve is paid for all three, on the systems a club already runs.

Two friends on the steps outside a stadium, one showing the other a seat release on a phone

Transfer to a friend

Resell at face value

01 · THE SEAT NOBODY SITS IN

SOLD IN JULY. EMPTY IN FEBRUARY.

A supporter who cannot attend releases the seat in two taps, at face value, inside the club's own app. A real supporter takes it, on a ticket the club has already been paid for.

No form, no email to the box office, no site the club has never heard of.

The price limit is the club's, applied on every transfer.

Released means released. The old ticket stops working at once.

Follow the seat

02 · THE FEE THAT LEAVES

THE FEE COMES BACK. DISCLOSED. CAPPED. SHARED.

Resale happens whether or not the club permits it. Through a channel the club authorises, the service fee returns to the club at a disclosed rate on a capped price, with a per-seat audit trail.

Nobody pays anything new. The fee is already inside a transaction that is already happening.

Twelve earns only when the club does, so capping the price costs it nothing.

Twelve never holds the money. Your payment provider settles, as it does today.

See the fee return

03 · SPONSORS WANT PROOF

FROM AN IMPRESSION TO EVIDENCE.

Sponsors have stopped accepting reach. The record already holds a verified supporter and their attendance history, so a redemption at a partner is attributed back to a real person.

Codes, vouchers, partner APIs and reward triggers, tied to one record.

No new card, no interchange, no payment licence.

Priority from attendance, ballots that defend themselves. Never sold as a standalone cost.

See the record

The one sentence

Twelve fills the empty seat, keeps the fee inside the club, and names the person sitting in it.

Nobody pays anything new. There is no licence fee and no per-ticket charge; Twelve takes a share of a fee that is already inside a transaction that is already happening, so it earns only when the club does. Give us twenty minutes and we will walk through the seat release, the gate and the record using your capacity and your face value, not a generic model.

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READY TO CONNECT YOUR FAN JOURNEY?

Tell us where your club is today. We'll map the path across ticketing, loyalty, official resale and supporter financing—and show where Twelve fits.

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Based in Luxembourg · working with clubs across Europe

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