Exeter Chiefs, English rugby’s reigning champions, have appointed SecuTix as their official ticketing technology partner.

SecuTix, which already partners with Saracens, has been appointed to look after the Aviva Premiership club itself and its 12,500-capacity Sandy Park home stadium, which is a successful conference and banqueting centre.

The club said it will use the cloud-based SecuTix 360° software to build its online ticketing business and increase the average basket value through both upselling and cross-selling. SecuTix has also been tasked with providing an enhanced fan experience when purchasing tickets online with 3D seat mapping technology, thanks to its ability to integrate with PACIFA technology.

In partnering with SecuTix, the Chiefs hope to develop deeper relationships with their corporate audience through an improved hospitality customer journey, and gain a 360-degree understanding of their fans and engage with them across digital and mobile touchpoints.

Tony Rowe, chairman and chief executive of Exeter Chiefs, said: “We wanted to partner with a modern technology ticketing company that could support our digital ambitions for both the club and Sandy Park.

“The SecuTix team impressed us with their experience of ticketing and the rugby sector. Together we will use data to better understand what the fans want, create a first-class experience for them and drive a commercial return for the club.”

SecuTix 360° is a cloud-based platform that combines ticketing and marketing functionality, and is offered as a white label software as a service (SaaS) service.

It is already used by the Chiefs’ Aviva Premiership rivals, Saracens.

Frédéric Longatte, chief executive of SecuTix, said: “We’re very much looking forward to working with such a top-flight team as the Chiefs.

“We’re confident that our SecuTix 360° platform, which is delivered as SaaS, will benefit the club across not just ticketing, but also CRM and digital marketing.

“It’s exciting times with plans in place to extend Sandy Park to 20,000 seats and SecuTix will support the club throughout this period of expansion to help them realise their vision for the future.”