What Liveday does

Liveday (legal entity: Beyond Tickets AB) is a Helsingborg-based software company that operates an all-in-one event management platform for professional and semi-professional sports clubs in the Nordics. The platform unifies ticketing, a cloud-based point-of-sale system (Liveday Paydesk), hospitality and table-booking tools, a CRM with email/SMS campaign functionality, marketing automation, dynamic pricing, and analytics (Liveday Insights) into a single integrated stack. Its product differentiator is a Flexible Checkout that lets fans combine a ticket with food, drinks, merchandise and hospitality packages in one transaction, intended to lift per-fan revenue versus general-purpose ticketing tools that treat the ticket sale as the terminal event.

The underlying architecture is serverless and cloud-native, built on AWS Lambda with Rust microservices, AWS Kinesis for real-time event streaming, DynamoDB, SQS and EventBridge, a Next.js front end, and native Swift/Kotlin mobile apps, and it reports 99.999% uptime. Distribution is a direct enterprise sales motion targeting club CEOs, commercial directors and arena operators, supplemented by Swedish league framework agreements (three to date, including Svensk Elitbandy) that provide top-down league-wide acquisition, plus Country Managers in Finland and incoming presence in Denmark, Norway and Germany. Revenue is generated through SaaS subscriptions for the platform and its modules, with additional transaction-level economics from POS, kiosk and Flexible Checkout sales; vertical expansion is underway via Liveday Events for concert and culture organizers.

Liveday was founded in 2022 by Robin Lundgren and Axel Nilsson, raised a EUR 350,000 seed round in September 2024 led by Beyond Tickets AB with NHL player Henrik Zetterberg among the investors, and reported Q1 2025 profitability alongside 31% customer growth and a 125% increase in revenue streams. Its go-to-market focuses on recurring-visitor venues - sports clubs that run repeated seasons with season-ticket holders, corporates and VIPs - a segment that general ticketing platforms under-serve, and where the integrated nature of the platform, league-level distribution, and a multi-country expansion pipeline constitute the primary defensible assets.

Name

Liveday

Legal name

Beyond Tickets AB

Website

https://liveday.se

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Liveday is a Helsingborg-based SaaS company that provides an all-in-one event platform combining ticketing, POS, CRM, hospitality, and analytics for professional Nordic sports clubs, with expansion into Finland and entry into event organizers via Liveday Events.

Ownership category

akta.pro rank

Product category

Sports Event Management Software

NAICS

Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Game Backend & LiveOps Platforms (BaaS/Analytics/Hosting) (BPAMAKAL)

akta.pro secondary industry

Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI)

Keywords

• Sports event management
• Ticketing platform
• Arena point of sale
• Fan engagement CRM
• Hospitality management software

Headquarters

HQ city

Helsingborg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel

Revenue model

1. SaaS Platform Subscription for Sports Clubs: Liveday provides a comprehensive all-in-one platform for sports club event management, ticketing, POS, CRM, and hospitality. Clubs pay for access to the platform and its integrated tools. Revenue is generated from recurring platform fees based on the scope of modules deployed (ticketing, Paydesk, CRM, hospitality, marketing tools). The company has reached profitability as of Q1 2025, indicating a sustainable subscription-based model.
2. Transaction/Per-Sale Revenue: The platform integrates POS, kiosk, restaurant, and merchandise sales into a unified system. Revenue is generated from each transaction processed through Liveday Paydesk and the Flexible Checkout at point of sale. The company benefits from increased sales volume per club as upsell and cross-sell is embedded in the ticket purchase flow.
3. International Expansion Services: As Liveday expands into new markets (Finland, Denmark, Norway, Germany), additional revenue comes from onboarding new club partners and potentially localized service delivery. Country Manager roles are being hired to manage these market operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Liveday is an all-in-one SaaS event platform built specifically for professional sports clubs and event organizers with recurring visitors. It unifies ticketing, cloud-based point-of-sale (Liveday Paydesk), CRM, marketing automation, hospitality, and merchandise sales into a single integrated system. The platform enables clubs to sell the full arena experience — combining ticket, food, drinks, merchandise, and VIP packages — in a single checkout flow, replacing the need for multiple disconnected software tools.

Product overview

Liveday operates as a unified platform-plus-modules architecture for sports clubs and event organizers. The core Liveday Platform integrates ticketing, point-of-sale (Liveday Paydesk™), CRM, marketing tools, and hospitality solutions into a single system. Key modules include the Ticketing System, Flexible Checkout for cross-category upsells, hospitality features (Food & Match, QR Pre-order, Express Kiosk, Paydesk GO™), payment solutions (Tap to Pay on iPhone, Payment Links, Integrated Invoicing), analytics (Liveday Insights), marketing automation, and B2B CRM for corporate sales. The platform extends to Liveday Events for concert/organizers and includes Liveday Forms for registration. The architecture enables sports clubs to digitize the entire arena experience from ticket purchase through kiosk, restaurant, and merchandise sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Liveday Platform All-in-one event management platform combining ticketing, point-of-sale (Liveday Paydesk), CRM, marketing automation, and hospitality solutions in a single integrated system. Enables professional sports clubs and event organizers to manage ticket sales, kiosk, restaurant, merchandise, and customer communications from one unified interface, eliminating the need for multiple disconnected software tools.
• Liveday Paydesk™ Cloud-based point-of-sale system optimized for high-pressure matchday sales environments. Supports two card terminals per register for faster purchases, Tap to Pay on iPhone, contactless cards, Apple Pay, MobilePay, and Swish. Part of the integrated all-in-one platform but marketed as a named POS offering.
• Liveday Events Sub-brand of the Liveday platform targeting concert, theatre, and live event organizers. Extends the sports-specific features for non-sports venue environments, enabling event organizers to sell the full experience (tickets combined with food, hospitality, and merchandise) with online sales fully integrated with on-site POS through Liveday Paydesk.
• Paydesk GO™ Portable payment terminal that lets clubs accept payments anywhere in the venue without fixed installations or extra cabling. Supports card, MobilePay, Apple Pay, and Swish. Designed for hospitality suites, VIP areas, and temporary sales points.
• Express Kiosk Self-service kiosk solution allowing visitors to order and pay directly at kiosk touch screens without staff involvement or the need for a mobile app. Reduces queues and increases kiosk revenues during matchdays.
• QR Pre-order Digital solution enabling guests to order food and drinks by scanning QR codes placed on restaurant tables or seating sections. Order and payment are completed in a single digital flow without leaving seats, with delivery to table or seat.
• Food & Match Hospitality booking feature with drag-and-drop table assignment. Visual tool replacing manual booking lists with digital table management, enabling real-time matchday adjustments for VIP areas and restaurant bookings.
• Liveday Forms Built-in form builder enabling clubs to create and manage registration forms for camps, activities, and academies directly within the platform. Supports custom data collection (names, ages, contact details, dietary preferences) with integrated payment handling and operates independently of the club's member register for broader audience reach.
• Payment Links Digital payment collection feature that enables clubs to create and send personal payment links by email for post-purchase payment scenarios such as playoff matches where attendance is unknown in advance. Supports Swish, Klarna, card, MobilePay, and bank transfer, with automatic registration in sales reports.
• Liveday Insights Analytics and dashboard feature enabling clubs to build custom data views for different organizational functions. Includes automated delivery with real-time updates, sales tracking, performance comparison, forecasting, and category analysis across the entire organization.

Quantifiable outcome

• Ystads IF Handboll achieved +44% audience growth and +100% season ticket growth in one season using Liveday's CRM, dynamic pricing, and structured communication
• +5 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature13 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• Svensk ElitbandyflagshipStrategic or Co-development Partner · 5 June 2026Framework agreement covering ticketing and CRM for all clubs in the Svensk Elitbandy league (Sweden's top bandy league). This is Liveday's third framework agreement with a Swedish league. Includes a shared league CRM, free CRM access for all member clubs, and annual on-site visits, home opener attendance, mid-season check-ins, and joint workshops. Development of a shared league CRM is a central part of the partnership.
• Hyvinkään TahkocoreStrategic or Co-development Partner · 23 September 2025Finnish pesäpallo (Finnish baseball) club entering a long-term partnership with Liveday starting the 2026 season. First pesäpallo club to go all-in with Liveday. Multi-year collaboration covering ticketing, fan shop, kiosk services, and VIP experiences — all integrated and smartly packaged through Liveday's platform.
• VPS (Vaasa)coreStrategic or Co-development Partner · 9 April 2025Finnish football club (Veikkausliiga) that became the first Finnish club to fully implement Liveday's digital platform for matchday management. Deployment includes ticketing, 16 Paydesk POS terminals, CRM, and hospitality solutions. VPS serves as a flagship reference customer for Liveday's Finnish expansion.
• Saab Arena (Linköping HC)coreStrategic or Co-development PartnerSaab Arena is one of Sweden's most visited event arenas, home to Linköping HC (SHL). Liveday serves as sport tech partner delivering its platform across 67 Paydesk sales points, ticketing, hospitality, and pre-order solutions. Demonstrates Liveday's capability in large arena environments.
• HPK / Pohjantähti ArenacoreStrategic or Co-development PartnerHPK is one of Finland's most established SM-liiga hockey clubs with both men's and women's teams. Liveday deployed its platform at Pohjantähti Arena with 35 Paydesk points, ticketing, hospitality, flexible checkout, and pre-order. HPK is a reference customer for Finnish market expansion.
• Svensk Elitbandy LeagueflagshipStrategic or Co-development PartnerThird framework agreement Liveday has signed with a Swedish sports league, following similar agreements with other Swedish leagues. Includes a shared league CRM development for audience segmentation, marketing, and league-wide event management (e.g., championship finals).

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Eventim: Eventim is one of Europe's largest ticketing and live entertainment platforms, with strong German and broader European presence. Comparable as a ticketing incumbent that Liveday could either compete against or partner with in German market expansion.
• Ticketmaster (Live Nation): Ticketmaster is the global ticketing incumbent with dominant market share in major sports and entertainment events. Serves as the principal incumbent Liveday must displace or differentiate against, particularly for premium sports properties.
• Tessitura: Tessitura is an enterprise CRM and ticketing platform widely used by performing arts centers, museums, and large cultural venues. Comparable to Liveday in combining CRM with ticketing, but focused on cultural/performing arts rather than sports clubs.
• Skidata: Skidata provides access, ticketing, and visitor management solutions for ski resorts, stadiums, amusement parks, and events. Comparable in handling high-volume venue access and payment transactions, though focused on physical access control.
• Eventbrite: Eventbrite is a global self-service event ticketing and management platform. Comparable as a ticketing platform serving event organizers, though much more consumer-facing and one-off-event focused rather than sports-club recurring-visitor focused.

Direct peers

• AudienceView: AudienceView provides a comprehensive venue management platform combining ticketing, CRM, and fan engagement for sports, performing arts, and live events organizations. Directly comparable to Liveday's all-in-one approach for venue operators, though typically serving larger North American venues.
• Vivenu: Vivenu is a modern, API-first ticketing platform built for venues and event organizers with an integrated, all-in-one architecture. Closely comparable to Liveday in product philosophy (modern, integrated, venue-focused) though more ticketing-centric.
• SportsEngine: SportsEngine (an NBC Sports Next company) provides a sports management platform covering registration, websites, tournaments, and communications for sports organizations. Directly comparable to Liveday as a vertical SaaS for sports clubs, though stronger in North American youth/amateur sports.
• VBO Tickets: VBO Tickets is a European online ticketing and event management platform popular among smaller venues, festivals, and event organizers. Comparable to Liveday in serving mid-market European event operators with a self-serve ticketing platform.
• Tixtrack: Tixtrack delivers enterprise ticketing and fan engagement solutions for professional sports teams and venues. Comparable to Liveday in targeting professional sports organizations with integrated CRM, ticketing, and analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Liveday