Birmingham’s Edgbaston Stadium has appointed SecuTix and The Ticket Factory as its official ticketing partners.
The two companies jointly pitched for the contract with the home of Warwickshire County Cricket Club and the Birmingham Bears, which has been a partner of Ticketmaster for 25 years.
SecuTix and The Ticket Factory will offer a full-service approach to ticketing for cricket matches, conferences and events at Edgbaston, which is one of the host venues for the ongoing Cricket World Cup.
SecuTix will be Edgbaston’s ticketing technology partner and power ticket operations, with Birmingham-based The Ticket Factory to manage full-support services including marketing, customer care, web development and customer segmentation and insights.
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.
“With The Ticket Factory based in Birmingham, we have the added benefit of partnering with a local business and are able to utilise its vastly experienced customer service team during the major on-sale periods as well as their local reach to attract new fans to the club.”
David Hornby, Managing Director of SecuTix UK and Ireland, said: “With the fantastic match schedule confirmed, it was the perfect moment for Edgbaston to transform the way they do ticketing and audience engagement. It’s the first time we’ve partnered with The Ticket Factory in this manner, and we’re excited about what this integrated approach is going to deliver for Edgbaston and, in the future, other clients. The three of us share the same vision to deliver growth and a world-class customer experience.”
Tickets through the new partnership will first go on sale in the late summer with the Twenty20 cricket season.