How London FA Professionalised Cup Finals and Gained Better Visibility Behind the Scenes

London FA × INTIX | Case Study

At a glance

• 24.1% of pre-sales helped the London FA pre-plan operations staff numbers as well as bar and food stocks.
• 91.8% marketing opt-in rate contributed to London FA’s 17,000 strong audience database.
• Grand final - 6x larger than recent typical finals which the INTIX system handled with operational ease.
• The Grand Final host club were impressed by how smoothly the operation ran with INTIX.
• 80–81% card / 19% cash at the gate
• Next-day settlement in London FA account

London FA

London FA is one of the largest County Football Associations in England, running a packed calendar of youth and adult cup competitions across the capital and delivering 28 cup finals each season. Ahead of the 2025/26 season, London FA partnered with INTIX to take ticketing in-house for its cup finals, replacing manual, cash-heavy processes with a single platform for online sales, on-the-day gate sales, payments and fan data. This case study reflects on the partnership’s first full season together.

The challenge

Cup finals are high-pressure, high-volume events where tracking and reconciling payments had historically been challenging:

• Heavy reliance on cash on the day, with no clear view of expected versus actual takings.
• Time-consuming reconciliation, finance chasing event staff for ticket numbers after each final.
• Fan and attendee data scattered or simply not captured, limiting London FA’s ability to engage audiences afterwards.
• A need to professionalise the match-day experience while keeping pace with large crowds arriving in tight windows.

The solution

INTIX gave London FA one connected platform across the full cup finals programme:

• Online advance sales and on-the-day gate sales processed through the same system, unifying all sales data in one place.
• Card and cash visibility at every final, enabling data-driven decisions about payment mix.
• Next-day settlement via Stripe, with payments landing in London FA’s account the following day.
• Built-in data capture, growing London FA’s marketing audience with every transaction.

Client testimonial

“The ability to track cash, for me, that’s been a massive win. How many tickets we’ve sold, how many on card versus cash. Data is always really important to drive those decisions. And the reconciliation has been helpful as well, getting easy payments a lot quicker. I was able to do it on a Monday, send it across, and they’ve then got an idea of how many tickets we’ve sold.”

“INTIX is committed to the London FA's success both on and off the pitch, bringing the technology to run better events and showing up for the wider football community that makes them possible.”

“If you want to professionalise your cup finals, you need a system in place which takes payments on the day and also takes payments in advance.”

- Aquila Burgess, Head of Partnerships, London FA

The results

 

• Cash tracking: for the first time, the team could see expected versus actual cash, removing guesswork and internal chasing.
• Faster reconciliation: finance no longer waits on event staff for ticket numbers — data is available the next day.
• Unified sales data: in-person gate sales ran through INTIX for the first time, bringing every sale into one place.
• Proven at scale: the system was stress-tested at Dulwich, a large midweek crowd arriving inside a 30-minute window, and performed well.

More than a ticketing supplier. A business partner

INTIX's relationship with the London FA extends well beyond ticketing. INTIX is a partner in the London Football Business Club. The network London FA convenes at Wembley Stadium to bring together clubs, leagues, volunteers and commercial partners from across the capital's football community.

There from the start: INTIX helped co-create the inaugural London Football Business Club event at Wembley in March 2026, contributing to the club's vision for how London football organisations collaborate and grow together.

An ongoing commitment: INTIX continues to take an active role in the programme, including the club's second 2026 event and London FA's AGM at Wembley, staying engaged with the people and organisations behind London football.

A seat at the table: through the Business Club, INTIX works alongside London FA and fellow partners on the future of London football, sharing insight and building relationships across the grassroots and adult game, not just processing transactions.

Looking ahead

With a full season of clean data behind them, London FA and INTIX are building on the partnership, using demographic and engagement insight to grow the wider London FA audience and reach new supporters across the association’s broader programmes.