AXS in big Wasps deal

10 Oct 2018

By: Sport Industry Group

Ticketing specialist AXS has announced a new agreement with Wasps Holdings, which will see it become the exclusive ticketing partner for a wide range of live events at The Ricoh Arena in Coventry.

The four-year deal will cover Wasps Rugby, Wasps Netball, concerts, exhibitions and other live events at the venue from October 2018.

AXS will implement new technology solutions aiming to ensure a frictionless purchasing and entry experience for ticket holders. 

These will include Fansight, AXS’ virtual reality seat maps which provide an opportunity to choose seats online and view the whole of the stadium in high definition before purchase.

The move marks LA-headquartered AXS’ latest expansion into the UK ticketing marketplace.

The group is owned by AEG, Dan Gilbert, and TPG Capital, the owner of Cirque du Soleil.

AXS SVP & MD Europe Rob Byrne commented: “This partnership with Wasps is a major landmark as we move to expand our fan-friendly ticketing experience to more venues in the UK. 

“AXS technology puts the fans back at the centre of the experience – where they should be.”

AXS will be providing Wasps with AXS Mobile ID, its identity-based digital ticketing platform, allowing fans to buy tickets and enter the stadium using their mobile devices for the first time and providing Wasps with better information about who is actually in attendance.

Also being introduced is ‘Fan Account,’ a new portal that allows ticket purchasers to create a friends and family group, giving them permission to purchase on their behalf and view their “Buzz Points” - loyalty tokens which can be accrued when buying tickets and merchandise.

Fan Account will also have branded sponsorship areas for key sponsors, enabling them to sign into their own portals and manage their ticket allocations. This feature will also be available to community rugby clubs, pubs and societies that partner with Wasps for cashback on ticketing sales.

Stuart Cain, managing director at Wasps said” “Having the right ticketing solutions in place is crucial regardless of the event.  We need to make it intuitive to book a ticket and we’ve worked closely with AXS to come up with an enhanced online experience that beats anything else we’ve seen in the market. We look forward to building a long-term relationship with them.”

Part of the new package also includes AXS Intelligence, which is a dedicated real-time business intelligence platform providing detailed insight and analytics into the data surrounding ticket purchases.

The deal notably excludes football matches at the 40,000-capacity Ricoh Arena, which is also home to SkyBet League One club Coventry City.