Discover how Wembley Stadium leveled up its customer service and sales by using LiveChat and ChatBot — resolving up to 8,000 inquiries a day and generating $1.5M in additional revenue in just eight months.
return on investment
of added revenue
chats per month
As the beating heart of British sports and entertainment, Wembley Stadium hosts everything from historic football matches to record-breaking concerts. The stadium welcomes nearly 90,000 guests per event.
Beyond the main stage, Wembley also offers premium hospitality memberships, ranging from accessible packages to ultra-exclusive private boxes priced at up to a quarter of a million pounds.
With such high stakes, customer service was a major challenge. Their customer service teams relied on inbound forms and a ticketing system to keep up with the increasing demand. Event days often brought thousands of inquiries about tickets, hospitality, accessibility, and more, overwhelming the customer service team.
Wembley Stadium needed a smarter solution to deliver faster support, increase customer satisfaction, and optimize its sales funnel.
The fact that no IT support is needed to make this work is incredible. With our dedicated Account Manager and onboarding process, we’re able to efficiently reduce tickets and drive sales ourselves, without having to wait for the next sprint.
Duncan Andrews, CRM & Digital Manager, Experiences by Wembley Stadium
To tackle this challenge, Wembley implemented LiveChat and ChatBot, transforming the way they interact with customers. The AI-powered ChatBot now handles an average of 12,000 chats per month, resolving a large portion of inquiries instantly. This automation drastically reduces the need for support tickets, ensuring fans get answers in real time without long wait times.
With ChatBot and LiveChat, we’re qualifying so many more leads than we were ever doing with previous campaigns.
Duncan Andrews, CRM & Digital Manager, Experiences by Wembley Stadium
During high-profile events, like Taylor Swift’s record-breaking Eras Tour or the highly anticipated Oasis reunion, inquiries can skyrocket to 8,000 per day. Thanks to LiveChat’s seamless integration with AI-powered chatbots, Wembley’s team can quickly update responses based on new event details, delivering instant, accurate information at scale.
Before implementation, the membership sales team spent up to 48 hours filtering through inquiries, with many potential customers losing interest before even getting a response. Now, AI-driven chat automation pre-qualifies leads, connecting serious buyers with live sales agents within seconds.
This streamlined process has directly resulted in over $1.5 million in additional revenue in just eight months.
The impact of LiveChat x ChatBot at Wembley Stadium speaks for itself:
Faster responses, happier customers: Fans and clients get instant answers, reducing frustration and eliminating wait times.
Fewer support tickets: AI-powered automation has significantly reduced ticket volumes, lightening the load for the customer service team.
A game-changer for sales: The sales team can now focus on high-quality leads, cutting down qualification time from days to minutes.
$1.5M in chat-driven revenue: The chat widget has proven to be a powerful sales channel, driving premium membership purchases and VIP experiences.
Wembley Stadium has taken its customer service and sales processes to the next level with LiveChat and ChatBot. By combining AI automation with a premium human touch, the stadium delivers instant, efficient, and personalized experiences — whether answering fan inquiries, resolving support issues, or closing high-value sales.
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