Full Stadiums With Personalized Tickets

In the last blog article, we looked at alternatives to visiting a stadium during the corona crisis and asked ourselves how games without attendees are made possible and how fans can participate. At least in football this is now a reality. The next question is already on our minds, how we can bring fans back into the stadium and make the “real” stadium experience possible again. Personalization is part of the possible solution.

Some football leagues in Europe – for example in Hungary – have already allowed spectators in the stadiums again. But only a very small number. Other European leagues could follow, and clubs could fill their stadiums with safety distances up to a third of capacity. But does that even make sense?

Seat /w Corona

It becomes particularly difficult when the maximum number of spectators allowed is less than the minimum number of spectators required to operate a venue profitably. So is there another way? Especially in countries with low infection rates, such as Austria or Germany.


A personalized ticket for every visitor or spectator to the event, irrespective of who bought the ticket,  would be a good argument to allow venues to fully open again. This would make it possible, in the event of a Covid-19 case occurring, to quickly and easily – at the push of a button – trace which persons have been in the immediate vicinity of the infected person for a longer period of time (and this is decisive for infection)., Registration of attendees is also one of the measures recommended by the WHO.

What may sound complicated and costly, and also seems to be problematic in terms of data protection law, can be implemented with absolute security and in compliance with GDPR regulations. It  has already been implemented many times over. keyper has been working on and in the personalization of tickets for years, especially in sports. Within the framework of simple and secure forwarding, tickets can already be personalized without any effort. The keyper system could therefore be used immediately and without any problems for large venues.


However, personalization would be a thoroughly effective means of counteracting limiting capacities, but as can also be read in the Stadionwelt magazine, fans will probably have to do without a visit to the stadium for some time to come.

For some fans, personalized tickets are a red rag, as current discussions show. So, the question for many fans could be: Accept personalized tickets or stay outside? The answer is definitely no, because personalization and data protection are not a contradiction in terms. This works, for example, if self-sovereign identity principles are applied and the ticket holder or visitor is verified with an ID provider or eBanking, and the result is linked to the ticket, but only in the club app and on the smartphone itself.


In addition to the existing tools, keyper has already developed the Secure Event Tracing Database (SETDB) concept that, simply put, squares the circle. The SETDB takes full account of the primary interests of all stakeholders – the fans (data protection and privacy), the politicians and authorities (a quick and simple preventive measure for a Covid-19 containment) and the clubs (to be able to fill the stadiums again as quickly as possible and with the least possible expenditure).

This database collects all relevant data and makes it available to decision makers in case of emergency – and only then. The personal data cannot otherwise be identified. This data is only stored for 14 days anyway, after which it is no longer relevant and is automatically deleted. Data protection and privacy are and remain the highest priority. Traceability is nevertheless ensured in the case of Covid-19 cases that actually occur.

What may sound complicated can be implemented quickly. Especially since one part – the personalization of tickets – is already in use, for example at FK Austria Vienna, FC Basel or the Kunsthistorisches Museum Vienna.

Personalization and SETDB can thus form the basis of a prevention concept for fully opened event venues and in the near future enable a real event feeling and stadium experience again – if this is also desired politically.