Lessons from Cardiff, Sheffield, Leeds & Keele
Student Unions are powering some of the most exciting events across the UK – from club nights and live gigs to society socials and graduation balls. But behind every sold-out event is a team juggling limited time, complex operations, and ever-evolving student expectations.
At Ticketmaster, we work with Student Unions through our self-serve platform Universe to make that job easier and more impactful. With powerful tools, real-time data, and support from local experts, Universe helps SU teams sell smarter, streamline operations, and deliver better experiences, every time.
In this guide, we’re highlighting how four Student Unions – Cardiff, Sheffield, Leeds, and Keele – are overcoming real challenges and levelling up their events with Universe. Their success can be yours, too.
Challenge 1: “How Do We Make Ticketing Feel Seamless for Students?”
The fix: Embedded ticketing + a smooth UX.
For Sheffield SU, a smooth and on-brand ticketing experience was key. They wanted to reduce friction and make it easier for students to commit to events.
“The team has been a pleasure to work with – responsive, knowledgeable, and supportive at every stage, from event creation to marketing and reconciliation. The intuitive and user-friendly platform allows us to embed a Universe pop-up on our website. This means customers can purchase tickets without being redirected, offering a smoother ticket purchasing journey.
Partnering with Ticketmaster/Universe has also given us access to powerful promotional tools and reach. Their brand recognition and marketing channels are great for attracting promoters, who know we have the infrastructure to promote their shows. It’s been a great start, and we’re excited to see what we can achieve together in the coming months and years.”
– Alex O’Brien, Sheffield Students’ Union
Takeaway:
- Embedded ticketing = higher conversions
- Trusted platforms increase promoter confidence
- A smoother journey builds stronger student trust
Challenge 2: “How Do We Support Hundreds of Student Societies Easily?”
The fix: A flexible, intuitive platform that scales.
At Leeds University Union, simplicity and scale were crucial – supporting over 300 clubs and societies meant needing a platform that everyone could use confidently.
“At Leeds University Union, supporting over 300 student-led clubs and societies requires a ticketing platform that’s flexible, reliable, and easy to use. The Universe platform by Ticketmaster has been exactly that. Alongside student-run events, our in-house team delivers a year-round calendar of club nights and live music – and Universe gives us the tools to run these smoothly and confidently.
It’s straightforward to set up events, track ticket sales, and manage things on the night. The platform’s simple for both staff and students to get to grips with, and it’s made running events a lot easier. The growth we’ve seen in sales since coming on board with Ticketmaster has been a fantastic example of the strength of marketing from the TM team, helping us improve our relationships with promoters and get stronger content in the building.”
– Emily Haigh, Live Music Coordinator, Leeds University Union
Takeaway:
- Empower student-led teams with easy tools
- Maintain consistency across large, diverse event calendars
- Unlock growth through better marketing and promoter relationships
Challenge 3: “How Do We Grow Ticket Sales Without More Admin?”
The fix: Smart self-serve tech + strategy support.
Cardiff SU needed a solution that could boost visibility and improve the student experience without increasing staff workload.
“The Universe platform has dramatically boosted our visibility and reach, leading to an increase in ticket sales. We are thrilled to see such significant improvements in our customer experience, from purchase to event entry. The insights and strategies gained from the site visits and bi-weekly meetings have been invaluable. Our team is absolutely loving the support and industry knowledge provided, which has greatly enhanced our sales strategies and understanding of wider industry patterns. The team’s clear focus on collaboration and improving reporting functions has further strengthened our partnership and relationship. We couldn’t be happier with the results!”
– Phil Dayment, Director of Enterprise, Cardiff Students’ Union
Takeaway:
- Get ongoing support and insight from industry experts
- Use reporting tools to refine your sales strategy
- Improve every step of the ticketing journey – from awareness to entry
Challenge 4: “How Do We Make a Big Change Feel Easy?”
The fix: Expert guidance + a smooth transition.
At Keele SU, switching platforms could have been a major headache—but with the right support, the move to Universe was simple and stress-free.
“Our move to Ticketmaster and Universe has been really easy, the support and level of knowledge from Ticketmaster’s staff is second to none, and Rachael is nothing short of amazing, always there to help and guide us through the transition at every point.”
– Mark Ashew, Keele University Student Union
Takeaway:
- Onboarding support that takes the pressure off
- Confidence from day one with expert guidance
- Change doesn’t have to be hard – with the right partner
Whether it’s weekly club nights, live gigs, comedy nights, or end-of-year formals, Universe gives Student Unions a platform they can count on.
Ready to Level Up Your Events?
Talk to our team and see how we can help you build your next chapter.
