Robbie Williams-Backed Tickets for Good Expands UK Partnership with AXS to Enhance Live Event Accessibility

In response to ongoing concerns over rising ticket prices and resale issues, Tickets for Good, a UK-based ticketing platform supported by Robbie Williams, has broadened its partnership with global ticketing firm AXS. This expansion aims to improve nationwide access to live events for key community groups.

The collaboration enables NHS workers, teachers, charity employees, volunteers, and individuals receiving Cost of Living support to obtain free or heavily discounted tickets for concerts, festivals, theatre productions, and sporting events across the UK. Through this integration, AXS venues and promoters can allocate ticket inventory directly to Tickets for Good’s verified community, which now exceeds 600,000 members.

As affordability and fairness in ticketing become central topics in the national discourse, Tickets for Good positions itself as a practical solution to the growing concern that live entertainment is increasingly inaccessible to many households.

Established in 2019, Tickets for Good operates with the mission “to ensure all events are available, to everyone.” Steve Rimmer, Founder and CEO, emphasised the inclusive vision: “There is a lot of discussion about who live events are for. We believe they are for everyone. This partnership makes it easier for promoters to share seats that might otherwise go unused with people who contribute so much to their communities. That supports audiences, artists and the wider industry.”

The platform has already distributed over one million tickets globally, collaborating with artists such as Dua Lipa, Idles, and Yungblud. Robbie Williams, a supporter of the initiative, has stated: “Access to the arts is a cause close to my heart. The magic of live entertainment is something everyone should be able to benefit from.”

For members, the impact is significant. One NHS worker shared: “Before Tickets for Good it felt like all work and no play. Now I’m positively buzzing from all the wonderful shows and different experiences my family and I have been able to enjoy.” Another member added: “Being able to spend quality time with family and make memories that otherwise we would not have been able to afford is priceless.”

The AXS integration provides promoters with full control over pricing, ticket volumes, and timing, while securely distributing tickets through a closed, verified network. Peter Quinlan, Managing Director Europe at AXS, highlighted the partnership’s dual benefits: “This collaboration shows how technology can help deliver both commercial returns and meaningful social impact.”

With increasing pressure on the live events sector to improve access and affordability, Tickets for Good reports growing demand from eligible workers across the UK. Membership is free for qualifying individuals, with tickets offered on a rolling basis through the platform. Further details on eligibility are available at https://go.ticketsforgood.org/.