White label ticketing: a ticket shop with your own branding

Your club has a website with a logo, a colour and an address everyone knows. Yet anyone who clicks "Tickets" lands on a page with a different name, different colours and a different address in the browser bar. Right at the moment your buyer has to type in their card details, they hesitate: am I still in the right place? White label ticketing solves that. Your ticket shop carries your own branding and runs on your own domain, so selling tickets feels like part of your own site.

What does white label ticketing mean?

A white label ticket shop does not carry the platform's name, but yours. In practice there are three layers:

1. Your branding: your logo, your colour and a cover photo at the top of your shop.
2. Your own domain: the shop runs on tickets.yourclub.org instead of the platform's address.
3. The platform credit: the small line that says what you sell with.

With Passavo you set these three separately. So you can start with your logo and colour, and add the domain later.

What your buyers see in your branding

You set your branding once, in Settings → Organisation, tab Look and feel: your colour, your logo and a cover image for your shop. From then on, everything your buyer sees carries that branding:

• the ticket shop itself, with your name, logo and photo at the top, and the buttons in your colour;
• the thank-you page after payment, with every ticket and a large QR code;
• the email with the tickets and the PDF to print;
• the wallet pass in Apple Wallet and Google Wallet, which takes your colour and logo unless you design it separately.

If you pick a very light colour, the text on your buttons turns dark automatically so it stays readable. How to make your logo, cover and product photos look their best is explained in Making your shop look good.

Ticketing on your own domain

With your own domain, the address bar shows tickets.yourclub.org. That builds trust, and it looks better on a poster or a flyer. You use a subdomain for it: your website on yourclub.org stays where it is, and only tickets points to your shop.

Setting it up works like this:

1. Go to Settings → Organisation and scroll to the Own domain block.
2. Type your subdomain and click Add domain.
3. At your domain registrar, add the TXT record that appears on your screen. It proves the domain is yours.
4. Add a CNAME record as well, which sends the traffic to your shop.
5. Click Check. Once your domain shows Active, your shop is live at your own address.

The certificate behind the padlock in the address bar is requested and renewed automatically. Your old address on the platform keeps working, so printed QR codes and shared links stay valid. We charge nothing extra for your own domain; you only pay for the domain name at your registrar, and you usually have one already. The steps per registrar are in Your own domain, and the concept itself is explained under white label ticketing.

Embedding your own ticket shop in your website

If you would rather your buyer never leaves your site, embed the shop in a page of your own website. You paste a short snippet of code on that page, and the shop grows to fit its content, with no second scroll bar. If your website builder does not allow scripts, a plain iframe works too. How to do it in the best-known website builders is described in Sharing and embedding your ticket shop.

And the platform credit?

The shop, the tickets and the emails carry a small credit to Passavo. On Pro it disappears for your paid events. For a free event it always stays, even on Pro: if you charge your visitors nothing, you pay us nothing for that event either. For most organisations the credit is not an issue: your logo, your colour and your domain are what build trust, not that one small line.

What does each plan include?

An example: an amateur theatre group with three performances mainly wants its ticket shop to look like the rest of its communication. With Start, for €9.00 a month, it gets its own colour, its logo and a photo of the stage at the top. If it also wants tickets.theatregroup.org on its posters, it picks Growth. The full comparison is on the pricing page.

How to get started

1. Create an account and set up your first event.
2. In the Look and feel tab, upload your logo and a cover photo, and pick your colour.
3. In the Own domain block, add your subdomain if your plan includes it.
4. Share your link, or embed the shop in your own website.

Still unsure which platform suits you? The eight questions in Choosing ticketing software help you look beyond branding alone.