Online Reporter
Ray Bande
Senior Reporter
LAST Sunday, Mutare-based Castle Lager Premiership side, Manica Diamonds played Dynamos at Sakubva Stadium in Mutare, with 4 900 tickets declared sold even though fans filled more than half of the terraces.
Of importance, in the context of this piece, is that 640 tickets were sold through e-ticketing, a novel online advance ticket sale method whereby fans buy tickets before arriving at the match venue.
Sakubva Stadium has always seen long, winding queues outside whenever the venue hosts high-profile Premier Soccer League teams.
The fact that a number of ‘untouchables’ believe they are ordained to watch PSL matches without paying, coupled with the general reluctance by fans to arrive early, always leaves entry points clogged with supporters desperately trying to gain entry at the last minute.
Resultantly, some fans only gain entry at half-time or even in the second half of a given PSL encounter.
However, of late, the PSL has transitioned to digital ticket sales to reduce matchday congestion and modernise football administration.
Standard entry for ordinary tickets is set at US$5.
Fans can purchase tickets conveniently before arriving at the stadium using the *127# USSD code or the Clicknpay Ticketing platform.
Regarding validation, upon purchase, one receives a unique ticket ID via SMS. Security at stadium gates uses this ID or reference code to validate entry.
Some benefits of using this platform are noticeable when one buys a ticket in advance, helping avoid notoriously long gate lines and protecting fans from ticket shortages.
However, current challenges are also being witnessed. While the transition to e-ticketing aligns Zimbabwe with international best practices, implementation has occasionally faced logistical hurdles.
Fans arriving at the stadium without tickets often cause disruptions, highlighting the need for wider public adaptation to the system.
Additionally, many Zimbabwean stadia, Sakubva Stadium included, lack the high-speed internet infrastructure needed for seamless scanning and verification, which the PSL continues to address with local authorities.
Premier Soccer League spokesperson, Kudzai Bare told Post Sport that: “The PSL first introduced e-ticketing on a trial basis in 2019 as part of efforts to modernise matchday operations and improve the fan experience. E-ticketing has improved efficiency in matchday operations by allowing supporters to purchase tickets in advance, reducing queues and congestion at stadium entry points.
“It has also strengthened ticket verification, improved accountability and provided more accurate attendance data, making matchday management more efficient for both clubs and the league.”
Be that as it may, it is crystal clear that the central challenge facing the PSL is behavioural rather than technological.
For decades, football supporters in Zimbabwe have relied on a deeply entrenched system of purchasing tickets at the stadium on matchday.
This practice has become part of matchday culture, requiring little planning and minimal technological interaction. The abrupt shift to a digital-only ticketing model, without adequate preparation or phased implementation, has disrupted this long-standing behaviour pattern.
While some communication efforts were made, principally through radio, there was limited engagement on platforms that dominate modern information exchange.
In today’s environment, platforms such as SMS, WhatsApp, Facebook, Instagram, Telegram and TikTok are primary channels of communication for the majority of citizens.
The failure to utilise these effectively has resulted in low awareness levels and a lack of clarity among fans.
Consequently, many supporters either remain unaware of the new system or lack the knowledge and confidence to navigate it. This has led to frustration, resistance and, ultimately, non-compliance.
The PSL’s experience is not unique.
A cursory review of global trends revealed that football leagues and sporting organisations across Europe and North America faced similar challenges when transitioning from traditional ticketing methods to digital platforms.
However, the success of their transitions was anchored in deliberate planning, phased implementation and sustained stakeholder engagement.
In most European leagues, including the English Premier League, the move to digital ticketing was gradual. Clubs maintained hybrid systems for extended periods, allowing both physical and digital ticket formats to co-exist.
This approach gave fans time to adjust, reduced resistance and allowed administrators to refine their systems in response to user feedback.
Communication played a central role in these transitions. Clubs invested significantly in multi-channel communication strategies that included SMS alerts, mobile applications, social media campaigns and email notifications. The messaging was consistent, repetitive and targeted, ensuring fans were continuously reminded of the changes well before match days. Equally important was the focus on fan education.
Detailed guides, tutorial videos and in-person support services were made available to help supporters understand how to purchase and use digital tickets.
In the United States, major leagues such as the National Football League (NFL) and National Basketball Association (NBA) introduced on-site staff whose sole responsibility was to assist fans, with mobile ticket access.
