From Zero to Stadium Hero: Daniel Cook (Head of Ticketing, WRU) on Digital Strategy, Data, and the Demands of Matchday

Don't Forget Your Tickets

What does it take to go from zero experience in ticketing to leading one of Europe’s largest stadium operations?

In this live rooftop conversation from Manchester, we catch up with Daniel Cook, newly appointed Head of Ticketing at Principality Stadium and Welsh Rugby Union (WRU). One year after his first appearance on the podcast, Daniel shares how he worked his way up, the challenges of balancing rugby and global concert operations, and what it means to own and leverage data in a digitally driven stadium environment.

From preparing for the Oasis world tour to achieving over 99.98% digital ticketing for Six Nations fixtures, Daniel offers real-world insight into operational leadership at the highest level — and why ticketing is the unsung hero of live events.

If you work in ticketing, fan experience, or stadium ops, this episode will leave you energised, inspired, and just a little envious of Daniel’s view from the top.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

فصول

1. From Zero Experience to Head of Ticketing (00:00:00)

2. Building a Passionate Ticketing Team (00:03:30)

3. Ticketing's Evolving Role in Operations (00:08:43)

4. Managing High-Demand Events Like Oasis (00:14:52)

5. Handling Multi-Provider Concert Challenges (00:20:06)

6. Data Strategy and Digital Transformation (00:26:07)