Online Reporter
Jacqueline Ntaka [email protected]
THE Premier Soccer League (PSL) in Zimbabwe is not wrong to push for modernisation in ticketing. In fact, the move towards online ticket sales is long overdue and aligns the local game with global standards. But the real problem is not the idea itself — it is how the league has handled the transition.
At the moment, the PSL is missing the point on ticketing because it is treating the issue as a technology upgrade, when it is actually a people issue. For decades, football fans in Zimbabwe have bought their tickets at the gate on match day. It is part of the local football culture — spontaneous, simple and accessible. The sudden switch to digital-only ticketing has disrupted that culture without properly preparing supporters for the change.
The result has been confusion, frustration and in some cases chaos. Reports of fans arriving at stadiums without tickets and even scaling perimeter fences to gain entry are not just acts of indiscipline — they are signs of a system that has been poorly introduced.
The PSL’s biggest mistake has been rushing the process.
In other parts of the world, digital ticketing was introduced gradually. There were pilot phases, hybrid systems where fans could still buy at the gate, and strong awareness campaigns. Here, the shift has been too abrupt. Fans who have relied on cash and physical tickets for years have suddenly been expected to understand online platforms overnight.
That is unrealistic.
Worse still, the communication has not been effective. Most information about the new system has been pushed through traditional channels like radio, while modern communication platforms such as WhatsApp, Facebook and SMS — which most supporters use daily — have not been fully utilised.
As a result, many supporters either do not know how the system works or do not trust it. This is where the PSL is missing a key point: adoption is not automatic. Fans need to be guided into new systems, not forced into them.
There are also practical challenges. Not every supporter has reliable internet access, a smartphone or the confidence to make online transactions. While digital payments are growing in Zimbabwe, there is still a large section of the population that prefers cash. Ignoring this reality risks excluding genuine supporters from the game.
At the same time, the league is also facing backlash over rising ticket prices. The increase from US$3 to US$5 has already stretched many fans, especially when stadium conditions and the overall match-day experience have not improved significantly. When fans are asked to pay more, travel long distances and then navigate a confusing ticketing system, it becomes easier for them to stay at home.
There are also safety concerns tied to ticketing failures. The chaos witnessed at matches such as the one at Chahwanda Stadium, where thousands were left outside and some forced their way in, shows how poor ticket management can quickly become a security risk.
Ticketing is not just about selling access — it is about crowd control, safety and fan experience.
To be fair, the PSL’s vision is sound. Digital ticketing offers many benefits. It reduces fraud, improves revenue tracking, helps with planning and can ease congestion at stadium gates. But these benefits will only be realised if the system works for the fans.
What the PSL needs now is not stubborn commitment to a flawed rollout, but a rethink. First, there must be a hybrid system. Allow both online and physical ticket sales, at least for a transitional period. This will give fans time to adjust without feeling excluded.
Second, the league must invest in proper education. This means step-by-step guides, demonstrations, and strong communication through platforms that people actually use daily.
Third, infrastructure must match ambition. Not all stadiums are ready for fully digital systems. Issues such as network connectivity, scanning equipment and entry systems need to be addressed before full implementation.
Finally, the PSL must listen to its most important stakeholders — the supporters. Football without fans is nothing. If the system is making it harder for people to attend matches, then it is failing, no matter how modern it looks.
The simple truth is this: ticketing is not just about technology. It is about access, convenience and experience. Until the PSL understands that, it will continue to miss the mark.
*Jacqueline Ntaka is the CEO of Mviyo Technologies, a local tech company that provides custom software development, mobile applications and data analytics solutions. She can be contacted on [email protected]
