Host with the Most: How Juventus Academy Aligned Ticketing with Community Values

Juventus Academy Melbourne is part of one of the world's most famous football institutions, but their heart is firmly planted in the local community of Naarm/Melbourne. They had a long standing, "satisfactory" ticketing solution, yet they chose to seek more.

We sat down with Sebastiano Disco, Technical Director at Juventus Academy Melbourne, to unpack why a major sporting entity made the decisive switch to a ticketing platform that dedicates 100% of its profits to charity, and how that choice elevated their game both on and off the pitch.

The Challenge: When ‘Good Enough’ Isn't Enough

For more than eight years, Juventus Academy Melbourne had relied on a traditional ticketing provider. The experience was acceptable, but something was missing: alignment.

"The decision to move was driven primarily by mission alignment rather than a functional gap."

The team realised their ticketing process — a routine operational cost — could be transformed into a powerful, tangible contribution. They sought a partner that mirrored their commitment to fostering community alignment with shared values.

The Humanitix Solution: Ticketing with a Deeper Purpose

The choice became clear: Humanitix was a simple way to take their ticketing fees, and turn them into a philanthropic asset.

"On a like-for-like basis, Humanitix’s purpose was decisive," Sebastiano notes. "Given comparable commercial and functional conditions, we chose to prioritise the humanitarian dimension and direct value back to the community we serve."

This decision immediately transformed a back-end process into front-end impact, dedicating booking fee profits to impact projects like essential education for disadvantaged children.

Operational Wins That Made the Switch Seamless:

Beyond the mission, Juventus Academy Melbourne discovered that Humanitix was also a better operational fit.

• Expanded Offering: The platform's capabilities enabled new sales strategies. Sebastiano mentions: "The ability to implement upsell opportunities via secondary tickets, functionality we did not previously have, has expanded our offering and improved basket composition."
• Streamlined Experience: The ease of use benefited everyone. "A more user-friendly organiser and attendee experience has streamlined set-up and support," Sebastiano explains, helping to reduce operational friction for his team.
• Responsive, Human Support: "The experience of working with a responsive, human team — rather than interacting solely with a platform — has materially improved our day-to-day operations." Proactive support helped eliminate typical change management risks.

The Results: Smoother Operations and Stronger Alignment

The switch proved that functionality and philanthropy can go hand-in-hand. Sebastiano and his team have observed a number of strong results since making the move.

Instead of wrestling with the details of a new system, the team found that their clearer operational workflows allowed them to focus on the event itself. This led directly to a smoother purchase experience for attendees,which reinforces the premium brand experience of the Juventus Academy.

And thanks to the new feature set, they are already seeing success on the commercial front. Meaningful uptake of secondary ticket (upsell) options is an early win, creating new value for both the Academy and its customers. The platform's simple features and accessible support meant their team could jump right in and start growing, rather than spending weeks on a steep learning curve.

💡 Sebastiano's Game Plan: Tips for Other Hosts

We wrapped up our chat by asking Sebastiano what advice he'd give to other event hosts considering a switch, particularly those with strong community ties like the Juventus Academy.

His first piece of wisdom was clear and direct: purpose matters. When comparing platforms, he encourages hosts to look beyond the feature list and ask themselves a bigger question.

"When commercial terms are comparable, choose the partner whose mission reinforces your own."

Many organisations worry about the technical headaches of moving platforms. How did the Academy manage that transition? Sebastiano acknowledged the concern, stressing the importance of preparation:

"Plan the migration: map data, redirects, and communications so attendees experience a seamless changeover."

The new secondary ticket functionality was a big operational win, so we asked him about maximising that feature. He responded by cautioning against overselling:

"Use secondary tickets thoughtfully: design add-ons that add real value rather than clutter."

For more savvy hosts that use tools like Seeka to sell more tickets through enhanced data control and performance, Sebastiano also emphasised getting the analytics setup right early — this will ensure clean attribution from day one.

Finally, after praising the support he received, he offered his definitive takeaway on the Humanitix difference. He believes that hosts should "engage the Humanitix team proactively," concluding that "the human element is a genuine differentiator."

Clinics hosted by Juventus Academy Melbourne can be found here on Humanitix. Watch the video below to find out more about Juventus Academy.