How Wembley Stadium earned over $1.5M in eight months with LiveChat and ChatBot

1. The customer

Wembley Stadium, owned by the Football Association, is a global icon for sports and entertainment. Hosting iconic football finals, boxing matches, NFL games, and legendary concerts, it's where legends are made.

With six premium membership tiers, offering everything from VIP seats to private boxes, Wembley delivers an extraordinary experience up to £250,000.

Wembley isn't just a stadium. It's a playground for those who demand the exceptional.

2. The problem

As the stadium's events grew in popularity, so did the volume of incoming inquiries. On some days, especially during peak events, the number of questions surged to over 8,000. The traditional system — phones, inbound inquiry forms, and a ticketing system — was no longer sufficient to keep up.

Staff found themselves overwhelmed, scrambling to manage the flood of support tickets. The Sales team spent hours filtering through inquiries, with many potential customers losing interest before even getting a response.

In short, Wembley Stadium needed a smarter solution to deliver faster support, increase customer satisfaction, and optimize its sales funnel.

3. The audit

With their customer service under pressure and valuable sales opportunities slipping through the cracks, Wembley reached out to Text.

We worked closely to examine existing sales flows, membership structures, account management workflows, and how website inquiries were handled through the ticketing system.

The goal? To uncover friction points, spot opportunities, and build a smarter, more scalable way to connect with fans and clients alike.

To address this challenge, Wembley implemented LiveChat and ChatBot, transforming the way they interact with customers.

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.

4. The solution

Winning, AI-powered customer service

ChatBot acted as the first point of support, quickly pulling key information from Wembley's help center to automatically answer users' questions and reduce ticket volume. This allowed the team to focus on more complex issues.

Our sales process was reliant on telephony. After we implemented ChatBot and LiveChat, we were able to remove the phone number from our website and reduce the number of non-sales-related calls.

Duncan Andrews,  Experiences by Wembley Stadium

Revolutionized sales and lead generation

ChatBot also collected visitor data, identifying qualified leads in real time. These leads were then seamlessly handed off to LiveChat, where sales reps could immediately engage and close the deal.

With ChatBot and LiveChat, we’re qualifying so many more leads than we were ever doing with previous campaigns.

Duncan Andrews,  Experiences by Wembley Stadium

5. The result

In just eight months, Wembley Stadium transformed its customer engagement, handling up to 12,000 chats a month and boosting satisfaction with 24/7 instant support. This allowed staff to focus on VIP clients while reducing support tickets and speeding up lead qualification from days to minutes.

The smarter, faster customer journey generated $1.5M in additional revenue, driving premium membership and VIP experience sales.

With a no-code setup, the solution was deployed without IT support, making it a game-changer for both customer service and sales.

12,000 chats handled monthly

— significantly reducing pressure on support staff.

Up to 8,000 inquiries a day

are managed seamlessly during peak events like Taylor Swift’s Eras Tour.

Faster response times

and 24/7 availability boosted customer satisfaction across the board.

Smarter resource allocation

— support teams could focus on high-priority and VIP cases.

2335% ROI gain

$1.5 million+ in additional revenue

generated over eight months thanks to streamlined customer engagement.

2335% ROI gain