As rising ticket prices and resale controversies continue to dominate headlines, a UK based ticket platform backed by Robbie Williams has expanded a major partnership aimed at widening access to live events nationwide.
Tickets for Good has confirmed a new UK wide integration with global ticketing company AXS, enabling more NHS workers, teachers, charity staff, volunteers and people receiving Cost of Living support to access free and heavily discounted tickets to concerts, festivals, theatre and sport.
The move allows AXS venues and promoters across the UK to directly allocate ticket inventory to Tickets for Good’s verified community of more than 600,000 members.
With affordability and fairness in ticketing now a national conversation, the expansion positions Tickets for Good as a practical response to growing concerns that live entertainment is becoming out of reach for many households.
Founded in 2019, the platform operates on a simple mission: “to ensure all events are available, to everyone” .
Steve Rimmer, Founder and CEO of Tickets for Good, said:
“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 organisation has already distributed more than one million tickets globally, working with artists including Dua Lipa, Idles and Yungblud.
Robbie Williams, who supports the initiative, has previously said:
“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 difference can be transformative.
One NHS worker said:
“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 gives promoters full control over pricing, volumes and timing, while securely offering tickets through a closed, verified network.
Peter Quinlan, Managing Director Europe at AXS, said the collaboration shows how technology can help deliver both commercial returns and meaningful social impact.
As pressure mounts on the live events sector to address access and affordability, Tickets for Good says demand from eligible workers continues to grow across the UK.
Membership is free for qualifying individuals, with tickets made available on a rolling basis through the platform.
More information about eligibility can be found at https://go.ticketsforgood.org/Iconic
