Robbie Williams backed Sheffield ticket platform expands UK partnership with AXS as access to gigs debate grows
As ticket prices dominate headlines and fans question whether live music is becoming a luxury, a Sheffield-founded platform backed by Robbie Williams is expanding access to thousands more events across the UK.
Tickets for Good has confirmed a new UK wide integration with global ticketing company AXS, allowing more NHS staff, teachers, charity workers, volunteers and people receiving Cost of Living support to access free and heavily discounted tickets to live events.
The partnership means AXS venues and promoters across the UK can directly allocate ticket inventory to Tickets for Good’s verified community of more than 600,000 members.
The expansion comes at a time when affordability, resale practices and access to culture have become a national talking point. While policy discussions continue, the Sheffield founded company is focused on something immediate, getting real tickets into the hands of people who might otherwise miss out.
Founded in 2019, Tickets for Good was built 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 conversation right now 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 give so much back to their communities. That benefits audiences, artists and the industry as a whole.”
The platform has already distributed more than one million tickets globally, working with artists including Dua Lipa, Idles and Yungblud, alongside ambassador Robbie Williams, who has previously said access to the arts is “a cause close to my heart”.
For members, the impact is personal.
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. Thank you immensely.”
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 new AXS integration gives promoters full control over pricing, volumes and timing, while seamlessly offering tickets through a secure closed network of verified members.
Peter Quinlan, Managing Director Europe at AXS, said the partnership demonstrates how technology can support both commercial outcomes and social impact.
What began in Sheffield has now expanded across the UK, US and mainland Europe. As demand for affordable access to culture continues to rise, Tickets for Good says its goal remains unchanged, widening the circle rather than raising the barrier.
More information about eligibility and membership is available at https://go.ticketsforgood.org/Iconic