26. 2. 2026
4 min read
over 112,000
fans visited the festival
over 2,000
tickets per day
over 36,000
tickets purchased online
When you say Olympic Festival, most people imagine a sporting atmosphere, a fan zone full of emotions, and meetings with Czech Olympians. The seventh year of the festival, which took place from February 6 to 22, 2026, at the České Budějovice Exhibition Grounds, offers something extra: digital tickets that change the way the organizer communicates with visitors.
PassMachine is a supplier of digital tickets. And it's not just about entering the venue. It's about the entire experience.
A ticket that doesn't end at the turnstile
Digital tickets today are not just a replacement for paper. In the case of the Olympic Festival, they functioned as:
- a tool for fast and paperless check-in,
- a source of current information directly on your mobile,
- a communication channel for organizers and event partners,
- and after expiry, even as an info card for further communication with the visitor.
Visitors simply save the ticket to their Apple Wallet or Google Wallet. No additional app is needed. Upon arrival, just present the QR code, and entry takes seconds.
Notifications that make sense
The festival program was rich and dynamic. Changes, special performances, autograph sessions, or alerts about the day's main events – organizers could communicate all of this through notifications directly to their mobile wallets.
Thanks to this, visitors always had at hand:
- the current program,
- important organizational announcements,
- alerts about interesting events,
- information from festival partners.
Additionally, a link to current information is placed on the back of the digital ticket. Just one click, and the visitor gets to the details they need.
Another communication channel for event partners
For organizers and partners, a digital ticket is not just a technical entry solution. It is a direct, targeted, and effective communication channel. Offering visitors accompanying activities, contests, benefits, or special content is all possible. And this without needing to download an app or fill out additional forms.
What about tickets after the festival ends?
One of the biggest advantages of PassMachine digital tickets is the ability to convert them into an info card that remains in the wallet even after the event ends and continues to function as a communication channel.
After expiry, the ticket automatically converts into an info card. This means that:
- the organizer has the option to continue communication,
- they can inform about future editions or other projects,
- they build a long-term relationship with the visitor.
A one-time ticket thus becomes a long-term digital contact.
Why do digital tickets make sense for large events?
The Olympic Festival always attracts tens of thousands of visitors. For such a large event, it is crucial to:
- minimize queues at the entrance,
- have the ability to quickly respond to program changes,
- communicate effectively and targetedly,
- work with the audience even after the event ends.
Digital tickets combine these needs into one solution. They are fast, secure, ecological, and above all, flexible.
Technology that enhances the experience
Sport connects people. Technology can further enhance this experience.
At the Olympic Festival in České Budějovice, tickets were part of the visitor's overall experience – from the initial purchase to the memory of the event.
And that's precisely where their strength lies: in simplicity for the visitor and in new possibilities for the organizer.
