Goodwood Racecourse Celebrates Successful First Season with Digital Ticketing Powered by AudienceView
Goodwood Racecourse has successfully completed its first full season using digital ticketing in partnership with AudienceView, marking a major milestone in modernising operations and enhancing the guest experience at one of the UK’s most historic sporting venues.
The 2025 racing season represented a significant shift for Goodwood, as the racecourse transitioned entirely to digital ticketing for all fixtures. This modernisation was delivered in close collaboration with AudienceView, whose ticketing technology and client support enabled a smooth and successful rollout.
“This season at Goodwood Racecourse, we successfully transitioned to digital ticketing for all our horseracing fixtures in partnership with AudienceView. This marked a significant step forward in modernising our systems and embracing new technologies, and we’ve thoroughly enjoyed working with AudienceView throughout the process,” said James Crespi, Racecourse Director, Goodwood Racecourse.
The success of the 2025 season underscores the strength of the partnership between AudienceView and Goodwood Racecourse — one rooted in innovation, collaboration, and a shared commitment to delivering exceptional experiences for racegoers. AudienceView continues to invest in the UK market, empowering iconic venues and attractions like Goodwood to adopt modern, scalable event ticketing solutions that enhance operational efficiency and customer engagement.
That success was reflected publicly throughout the season. In a LinkedIn post following Goodwood’s first major race meeting using digital tickets, Nathan Morgan, Director of IT & Digital at Goodwood, shared:
“Another big step yesterday with our first event using digital ticketing up at the Racecourse. It was a very successful day… Uptake was fantastic with 92% of tickets being downloaded before the morning of the event and a third of all tickets being shared via the app.”
In an earlier post marking the initial rollout, Morgan highlighted cross-department alignment and the long-term strategy behind the move:
“We went live last week with our new ticketing system from AudienceView for our Horseracing events here at Goodwood… We’ll be moving the rest of our events, experiences and memberships over throughout the year, implementing Digital Ticketing, as well as some exciting plans for taking Goodwood to the next technological level.”
This digital modernisation has also extended beyond the racecourse itself, with the same technology and guest experience improvements being implemented across other areas of the Goodwood Estate. Sarah Bagg, of ReWork Consulting, Independent technology consultancy, shared her experience on LinkedIn after visiting Goodwood Art Foundation, noting seamless entry and strong staff support for the technology:
“We bought our tickets as we drove through the gates — a simple visitor moment but a reminder that your walk-up ticketing experience is as important as advance online bookings… I checked in with staff on the desk to see how their tech systems were working for them — I was pleased to hear such positive feedback.”
These moments reflect not only a successful first season of digital ticketing, but the foundation of a long-term vision to bring modern ticketing, access, and fan experience capabilities to a heritage venue.
“Goodwood is one of the UK’s most respected and historic racing venues,” said David Luker, Senior Director of Account Management at AudienceView. “We’re proud to support their journey toward a more connected, digital future — one that preserves their legacy while embracing the innovations shaping live events today.”
As AudienceView deepens its commitment to the UK ticketing community, the company is also supporting the next generation of industry professionals through its 2026 Ticketing Professionals Conference Scholarship Program. This initiative provides financial assistance for emerging ticketing leaders to attend the annual conference, held in Manchester, continuing AudienceView’s long-standing investment in education, innovation, and the future of live entertainment.
About AudienceView
AudienceView is an end-to-end ticketing and event commerce platform that has been a trusted partner for live event organizations for over two decades. Serving more than 2,400 venues across 12 countries, they help organizations grow audiences and operate more efficiently. AudienceView’s comprehensive solutions focus on finding new ticket buyers and donors, nurturing those buyers into loyal customers, and providing the tools to streamline operations.
About Goodwood Racecourse
Introduced to the Goodwood Estate in 1802 by the 3rd Duke of Richmond, the Goodwood Racecourse has long been steeped in horseracing heritage. From Lord George Bentinck’s winning horse in the 1836
St Leger, which was transported in secret from Goodwood to Doncaster, to Her Majesty Queen Elizabeth’s horse Love Affair taking its final win, the racecourse has been home to some significant moments in horseracing history.
Situated on the South Downs and hosting 19 race days from May through October, thousands of racegoers flock to one of the world’s most beautiful racecourses each year to enjoy a season of top-class racing and entertainment. With a varied calendar of fixtures, race day highlights include Three Friday Nights, the May Festival, the Qatar Goodwood Festival presented by Visit Qatar—more affectionately known as Glorious Goodwood – and the Season Finale, to name a few.
For more information about Goodwood Racecourse events, please contact Louise Gould, Press Officer: Louise.Gould@goodwood.com
