Sports Technology

The AFL’s Geelong Cats have partnered with leading facial authentication platform provider, Wicket ,to offer expedited entry into GMHBA Stadium through dedicated Express Members Lanes.

The Cats have expanded what began as a pilot program for a select group of users into an official express entry offering that allows Geelong Cats Members access into GMHBA Stadium through dedicated express lanes that utilise Wicket’s facial authentication technology.

This is made possible through Wicket’s integration with Ticketmaster, which allows Geelong Cats Members to easily pair their tickets with a selfie photo – streamlining the ticket redemption process to less than five seconds per group and making it the fastest way to get into GMHBA Stadium. The Geelong Cats became interested in the technology after seeing the benefits first-hand at another Wicket customer deployment at Melbourne Park for the Australian Open.

The Geelong Cats join a growing number of sports and live event organisations in Australia to utilise this technology to enhance the guest experience at large-scale events by reducing the amount of time it takes to scan tickets and enter the venue. Use of the Express Members Lane is voluntary and does require users to opt-in, but once they are enrolled, they can continue to use it at all future fixtures at GMHBA Stadium.

Geelong Cats Chief Customer Officer Hayley Kirkpatrick noted “as a Club, we have a focus on delivering memorable matchday experiences for our members, and creating a quicker, more convenient and seamless entry into GMHBA Stadium is one way to help us achieve that.

 “After successfully trialling the technology with Wicket and Ticketmaster in 2024, we have expanded the program this season to include multiple entry gates, with plans to roll out further in 2026, allowing more members to opt-in to the program.”

Since the launch of the pilot program, the Geelong Cats have seen a steady increase in Members opting into the program. During Geelong’s 10 AFL home games this season at GMHBA Stadium, use of the Express Members Lane has seen an increase of 500%. The Express Members Lane will also be available for all AFLW fixtures this season.

Alastair Partington, Chief Executive of Wicket enthused “we’re thrilled to see the Geelong Cats improving ingress at GMHBA Stadium through facial ticketing. The adoption and positive fan reaction to the Express Members Lane shows how thoughtful use of technology can improve the fan experience – making it simpler, faster, and more seamless.”

This highlights one of many ways the Geelong Cats seek to improve the experience for their Members at GMHBA Stadium, which matches the ambitions of Wicket to create sensational event experiences at live events in Australia and across the globe.

Wicket’s Facial Authentication platform includes products for facial ticketing, credentialing, access control, and payments.