Ajax uses facial recognition for ticket sales


Dutch soccer side, AFC Ajax, has announced that it is one of Europe’s first clubs to employ facial recognition technology to verify online ticket sales.

With administration struggles with GDPR and fan ID records, the club decided to optimize its online process, ensure compliance and improve the online experience for fans. It opted for an identity recognition technology from technology company Mitek.

The system, called Mobile Verify combines image capture with document authentication technology to validate that the ID document presented in a digital transaction is genuine and unaltered. Once the ID document has been validated, Mobile Verify uses face comparison algorithms to automatically compare the portrait extracted from the ID document with a selfie – thus proving that the person submitting the ID document is its rightful owner. Digital identity verification also hugely improves customer experience. Ajax has been able to digitize the customer journey and thereby make stadium entrance on match days, among other processes, easier and quicker. It will also help protect customer’s ID documents in light of GDPR.

“Our fans are the lifeblood of the Club. To improve our fans’ online experience and security in ticket sales, we knew the next stage was to deploy identity verification technology,” said Susan Lenderink CFO at Ajax Amsterdam. “We know that our online process will be improved through digital ID verification, transforming our fans’ experience and keeping them on-side even outside the 90 minutes of play.”

“Football fans nowadays want the best online experience, and Ajax’s investment in the latest technology is making this a reality,” said Rene Hendrikse, EMEA MD at Mitek. “We are proud to work alongside Ajax, a club so in tune with its fans, to help improve their online experience. With an identity verification process where AI is doing the heavy lifting, Ajax’s fans can get a consumer-friendly online experience. With an industry-leading focus on fan experience, we look forward to continuing our work with this innovative and historic club.”

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James has been Editor of Stadia since 2018 having worked at print and digital magazines and websites around the world covering everything from lifestyle to sport, technology, motoring, and more. He also edits Electric & Hybrid Vehicle Technology International.

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