Edgbaston Stadium announces new official ticketing partners

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Edgbaston Stadium, the historic home of Warwickshire County Cricket Club, is adopting the latest ticketing technology to transform how it conducts purchasing and management for both fans and operators.

The 25,000-capacity venue is changing ticketing partners from Ticketmaster, which it had been with for 25 years, to SecuTix and The Ticket Factory. The ticketing platform companies both jointly pitched for the business where it will provide a full-service approach for cricket games and other events at the stadium.

SecuTix will powering ticket operations, while The Ticket Factory will manage a full range of support services including marketing, customer care, web development and customer segmentation and insights.

Edgbaston’s operators conduced a review of its ticketing operations ahead of hosting a busy schedule of events including high-profile club cricket, T20 games and international cricket.

Alex Perkins, head of commercial at Edgbaston, said: “By having such a strong allocation of major matches from 2020 to 2024, we’ve been able to conduct a full review of our ticketing operations to ensure that we provide the best possible system for our Warwickshire  members, supporters and international fans.

“Making it easy for everyone to navigate and purchase the tickets and Membership that they desire is the fundamental goal, but this new system designed by SecuTix goes beyond our initial brief, by linking in with our retail offering and conference and events business.”

Edgbaston Stadium is one of the largest cricket grounds in England. Annually, it welcomes 200,000 cricket supporters and 100,000 conference and events visitors. Tickets through the new partnership will first go on sale late summer 2019 for the Twenty20 season.

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James has been Editor of Stadia since 2018 having worked at magazines and websites around the world for the past 10 years covering everything from technology to motoring and more. He also edits Electric & Hybrid Vehicle Technology International.

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