Tixr Taps Former StubHub Exec to Lead European Ticketing Blitz

LONDON, UK – March 25, 2026 – In a significant move signaling its intent to challenge the European live event ticketing establishment, global commerce technology firm Tixr has appointed industry veteran Wayne Grierson as its new Managing Director for the UK and EMEA. The appointment marks an aggressive acceleration of the company's international expansion, aiming to capture a significant share of one of the world's most lucrative live entertainment markets.

Grierson, who will operate from Tixr's London office, is tasked with spearheading commercial growth and forging strategic partnerships across the region. The move positions the company to capitalize on a growing demand from event organizers for modern alternatives to what many describe as rigid and outdated legacy ticketing systems.

A Strategic Play for a Ripe Market

The UK and EMEA live events landscape, long dominated by incumbents like Ticketmaster, is showing signs of readiness for disruption. Promoters, venue operators, and sports organizations are increasingly vocal about their need for platforms that offer greater control over branding, data, and revenue, while simultaneously combating the pervasive issue of scalping.

"EMEA is a significant focus for Tixr, and Wayne brings the leadership and commercial discipline to scale our presence across the region," said Robert Davari, CEO of Tixr. "He understands the complexity of marketplace businesses and how to translate regional opportunity into sustained growth. His mandate is to build a business in the UK and EMEA with the same balanced mix we've built in the US, serving venues, music, sports, and top live entertainment brands with a ticketing platform designed for today's expectations."

Founded in 2013, Tixr has built its brand on being more than just a ticketing platform. It presents itself as a comprehensive event commerce engine, processing nearly $1 billion in global transactions in 2025. Backed by major investors including Dragoneer Investment Group, Verance Capital, and Sony, the company has the financial might to support its ambitious expansion goals.

The Architect of Ambition: Who is Wayne Grierson?

Tixr's choice of leadership underscores the seriousness of its European ambitions. Wayne Grierson brings two decades of high-level experience in the live events and digital marketplace sectors. Most recently, he served as Chief Executive Officer of Motorsport Events, where he was responsible for overall business operations and growth strategy.

Prior to that, Grierson was the Chief Operating Officer at StubHub International, guiding the secondary market giant's operations through a period of strategic growth outside the US. His resume also includes senior leadership roles at powerhouse companies such as NBCUniversal Media, eBay, and Deluxe Entertainment Services Group. This deep experience in scaling digital platforms and navigating the complexities of the European market makes him a key asset in Tixr's strategy.

"After two decades in live events and marketplaces, I've watched ticketing stand still while every other part of commerce evolved," said Grierson. "Tixr is building what this industry needs, which is a modern platform that solves for the complexity promoters and venues face. We've built tools that address scalping, give fans flexibility, and unlock revenue that legacy systems leave behind. That means our partners own their fan relationships and aren't boxed in by rigid ticketing infrastructure. The UK and European market is ready for that shift, and I'm excited to help partners here rethink what's possible."

Beyond the Ticket: Tixr's Technological Arsenal

At the core of Tixr's value proposition is a suite of technological tools designed to address the industry's most persistent pain points. The company's multi-layered approach to combating scalpers and bots—a problem that sees nearly 40% of traffic to some ticketing sites coming from automated accounts—is a key differentiator.

Tixr employs a range of anti-fraud measures, including controlled access via waitlists and presale codes, purchase limits, and verified fan-to-fan transfers. More advanced security includes the use of rotating QR codes that render screenshots useless and encrypted, device-bound NFC tickets that prevent duplication. By delaying the delivery of tickets until closer to the event date, the platform further stifles the efforts of unauthorized resellers.

Beyond security, Tixr's platform is built around the concept of "unified commerce." It allows organizers to sell an entire event experience within a single transaction, bundling tickets with merchandise, parking, VIP upgrades, and even travel packages. This not only increases the average cart value for promoters but also captures revenue that is often lost to third-party vendors. For fans, it offers flexible payment options, such as automated layaway plans, making high-value experiences more accessible.

Crucially, Tixr offers a white-label solution, enabling partners to maintain full control over their brand identity and, most importantly, their customer data—a stark contrast to many legacy systems where organizers have limited access to such vital information.

Building on an Established Foundation

While Grierson's appointment signals a new phase of growth, Tixr is not starting from scratch in the region. The company opened its London office in 2023 and has been steadily building a diverse portfolio of high-profile partners. Its client list already includes prestigious events and organizations such as the Royal Windsor Horse Show, fast-growing boxing promoter Boxxer, and the Leicestershire County Cricket Club.

The platform also powers ticketing for major cultural and esports events, including DreamHack festivals in Sweden and the UK, Dublin Comic Con, RuPaul's DragCon, and the Esports World Cup in Saudi Arabia. This existing footprint across traditional sports, equestrian events, and modern digital entertainment demonstrates the flexibility of its platform and aligns with its goal of mirroring the diverse business mix it has successfully cultivated in the United States.

Grierson's appointment represents a clear transition for Tixr, moving from a period of laying an international foundation to one of actively and aggressively scaling its operations across key markets. With dedicated regional leadership in place, the company is set to continue its investment in local teams and partnerships, bringing its organizer-first approach to a wider array of venues and live events throughout the UK and EMEA.