Lancashire County Cricket Club and its home stadium, Emirates Old Trafford, have signed up Manchester-based The Media Octopus as a new official data and digital intelligence partner.

TMO, one of the UK’s leading customer acquisition agencies, will support the club’s data strategy. The stadium will also host a number of networking events with speakers from the worlds of sport and digital under the new partnership.

Emirates Old Trafford, which recently hosted the One Love Manchester concert, will open a new 150-bedroom Hilton Garden Inn hotel this summer.

Last year the stadium generated a record £3.7m (€4.2m/$4.8m) in conference and events-related income, with more than 200,000 guests welcomed across more than 750 individual events.

“This is an exciting and innovative partnership between two fast-growing organisations and we’re look forward to working closely with them in the months and years ahead,” the club’s sales and marketing director, Justin Hopwood (pictured left), said.

TMO managing director Michael Winniczuk (pictured right) added: “Lancashire County Cricket Club and Emirates Old Trafford are both globally iconic brands. Both are steeped in history but have also proven to us that they are innovative, ambitious and forward thinking. Everybody at the Media Octopus cannot wait to help make a significant impact to their commercial ambitions and it’s a privilege to join their family of commercial partners.”