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July 7, 2025

Corporate ticket management

Task:
Efficient internal administration and distribution of event tickets

Marketing and sponsorship executives regularly invest in high-quality event tickets – e.g. for sporting events, concerts, business events or exclusive hospitality formats. These tickets are a valuable tool for customer loyalty, sales success and brand presence.

In practice, however, there is often no structured system for managing and distributing these tickets within the company in an efficient, transparent and benefit-maximizing manner.

The challenge

a) Communication & visibility

  • There is no central platform or overview through which the relevant departments (sales, customer service, management, HR, etc.) can find out about available tickets.
  • Tickets are often allocated spontaneously, informally or via personal networks, which leads to a lack of transparency and dissatisfaction.
  • Potential is not exploited because employees are often unaware that certain tickets are available.

b) Distribution & billing

  • Tickets are assigned manually (by e-mail, Excel, telephone) and are time-consuming, error-prone and difficult to track.
  • There is no clear documentation of who was assigned which ticket and when – important for sponsorship reporting, tax compliance or budget control.
  • A clear allocation to cost centers, customer projects or campaigns is not possible or too time-consuming.

c) Unused tickets & exchange option

  • Returning or exchanging tickets is often not planned or cannot be organized.
  • As a result, tickets regularly expire even though there are interested parties internally – with a corresponding loss of impact and profitability.
  • There is no dynamic, transparent circulation mechanism for passing on tickets, e.g. in the event of last-minute cancellations.

Objective:

We are looking for a solution that enables tickets:

  1. centrally, make them visible and communicate them,
  2. to distribute them in a targeted manner and to account for their use in a comprehensible manner, and
  3. flexibly within the company,
    in order to maximize usage, optimize costs and relieve internal processes.

Solution:
Corporate ticket management with colada

A corporate ticketing solution offers companies that regularly purchase a variable number of event tickets and distribute them internally to different groups (e.g. employees, sales, management, customer service) numerous advantages over a manual or unstructured solution.

Here are the main advantages:

Efficient ticket management

  • Central management of all ticket quotas in one tool.
  • Real-time overview: Who has which ticket? How many are still available?
  • Automated processes instead of manual distribution via Excel and e-mail.

User roles & quota distribution

  • Role-based access: e.g. team leaders, account managers or HR can manage their own quotas.
  • Fine control of ticket allocation to specific persons or departments.
  • Option for self-service distribution, e.g. where employees can call up tickets themselves (contingent).

Personalized communication

  • Sending of personalized ticket e-mails with branding, salutation, information, etc.
  • Integration of invitation management (RSVP, follow-ups, reminders).

Documentation & tracking

  • Transparent history of all ticket movements (for controlling or compliance).
  • Good basis for reporting to marketing, HR or sales.
  • In the case of VIP or sponsor tickets: legally secure allocation can be documented.

Internal ticket exchange & return function

  • An additional key advantage of a corporate ticketing solution is the ability to return or exchange tickets that are not required or incorrectly assigned within the company. This significantly increases cost efficiency and utilization rates:
  • Exchange or return function: Employees, account managers or team leaders can simply release tickets that they are unable to use.
  • Avoidance of unused or expiring tickets, e.g. due to last-minute cancellations.
  • Higher utilization of purchased contingents without additional manual administrative effort.
  • Cost efficiency: Every ticket is used optimally – particularly important for high-priced events or limited VIP contingents.
  • Increased fairness and motivation in the company, as all participants have the opportunity to access tickets that were originally assigned to others.
  • Optionally, the exchange process can be supplemented by an approval workflow, e.g. if tickets are reserved for a specific business area or may only be transferred with approval.

Professional external appearance

  • Corporate design for ticket dispatch and invitation.
  • Improved impression during customer contact: no forwarding of PDF tickets by private e-mail.
  • Possible white label option for larger gigs.

Compliance & data protection

  • GDPR-compliant data collection and processing.
  • Clear responsibilities and access controls.
  • Avoidance of “uncontrolled growth” and non-transparent ticket transfers.

Interfaces & integration

  • Connection to existing systems such as CRM (Salesforce, Hubspot), HR software or Outlook/Teams.
  • Automated ticket distribution depending on the business process (e.g. invitation when a contract is concluded).

Typical application scenarios

  • Distribution of football tickets for sponsors or employees.
  • Customer events, e.g. trade fair visits, concerts, roadshows.
  • Incentives for sales or key accounts.
  • Employer branding events for applicants or new employees.

Conclusion

A corporate ticketing solution saves time, reduces sources of error, increases transparency and ensures a professional, scalable process, especially if tickets have to be managed regularly and distributed to many different target groups.