Robbie Williams-backed Tickets for Good raises €4.5 million for international expansion

Tickets for Good, a UK startup that provides key workers with low-cost tickets for live events, has raised a further €4.5 million (£3.9 million) to accelerate its international expansion and create 10 new jobs in Sheffield in the next three years.

The funding was secured from NPIF II – Mercia Equity Finance, which is managed by Mercia Ventures as part of the Northern Powerhouse Investment Fund II (NPIF II), alongside Shaping Impact Group (SI3), Finance Yorkshire, Leansquare and private investors.

Steve Rimmer, CEO and co-founder, says: “Tickets for Good was built on a simple belief that live events should be available to everyone, especially the people who give so much to our communities. This investment is a huge vote of confidence in our team, our partners and the impact we’re creating. It will help us grow internationally, create skilled jobs in Sheffield and connect many more people with live events.

“Neville and I started this with a shared love of music and the belief that unused tickets could do something good. Today, that idea has helped more than a million people experience live events they might otherwise have missed, and we’re only just getting started.”

Tickets for Good’s financing sits amid broader investment in technologies supporting events and live fan experiences in Europe.

EU-Startups’ 2026 coverage saw Ghent-based EventTech startup Exhibitly’s €1.4 million pre-Seed round for its AI-powered event personalisation platform, alongside adjacent fan-experience investments such as €6.5 million for Warsaw-based connectivity specialist Microamp, €3.6 million for Lausanne-based immersive-technology startup AlphaLum and €37 million for Amsterdam payments infrastructure company Silverflow.

Together, these financings amount to approximately €50 million.

Chris Borrett, Investment Director at Mercia Ventures, adds: “Demand for live experiences has never been stronger, however rising ticket prices are creating barriers to access for many consumers, while venues and promoters increasingly recognise the value of full attendance and engaged fans. Tickets for Good has created a powerful solution that aligns these interests. We believe the business has the potential to become a category-defining platform within the global live entertainment market.”

Founded in 2022, Tickets for Good distributes surplus tickets donated by event partners to NHS workers, teachers, charity staff and people receiving Cost of Living support. Recipients sign up to the platform for free then pay a nominal transaction fee for each ticket.

It looks to make live events accessible for those who might otherwise miss out, while helping venues maximise capacity, drive ancillary revenues and grow their audiences.

The Sheffield-based company now has almost 750,000 verified members globally and has distributed over 1.25 million tickets.

Robbie Williams is an ambassador for the company, along with former Dutch international goalkeeper Edwin van der Sar and music entrepreneur Hans Brouwer.

Dave Dirks, Managing Partner at Shaping Impact, says: “Tickets for Good is a strong example of the kind of company we want to support: commercially ambitious, highly scalable and built around a clear social purpose. By making live events more accessible to people who too often face barriers to participation, the company is creating meaningful impact in a sector with enormous cultural and social value. We are excited to support the team in this next phase of growth.”

The company expanded into the US in 2023 when it was accepted onto the Comcast SportsTech accelerator in St Louis and now also has operations in the Netherlands, Belgium and Germany.

The company also reportedly doubled its revenue in 2025 and aims to achieve a further five-fold growth in the next three years.

Alex McWhirter, CEO of Finance Yorkshire, adds: “In a relatively short space of time, Tickets for Good has achieved significant growth and is now reaching an international audience with its socially driven consumer platform. Finance Yorkshire is pleased to support Tickets for Good in its ambitions to further expand, particularly in overseas markets, and the creation of additional jobs in Yorkshire is particularly welcome.”