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Lancs cricket substitutes ticketing player

TheStadiumBusiness understands that leading cricket club Lancashire CCC has not renewed its ticketing contract with Ticketmaster and instead placed the business with SecuTix.

No official announcement has been made but sources close to the deal say that confirmation is “imminent”.

Since it opened an office in the UK market last year, SecuTix has picked up several sports organisations including rugby teams Exeter Chiefs and Saracens along with The Open golf tournament. In addition, a Premier League football club is believed to be using the system but has not publicly announced. The ticketing system’s sport references also include the sale of 2.5 million tickets for 51 matches of UEFA’s Euro2016 tournament.

However, LancsCCC will be the first cricket customer for the Lausanne-based group.

As one of the leading ECB international test cricket venues (as well as a burgeoning concert and conference business), the switch of provider for Emirates Old Trafford comes at a time when competition in the UK sports sector is intensifying.

In addition to SecuTix, Norway’s Ticketco (which has a reference list of football clubs in its home market) has opened an office in the UK and the rebranded SeatGeek Enterprise (formerly SRO / TopTix Sport) is another player with track record and strong funding.

TheStadiumBusiness understands that LancsCCC decision was swayed by the core technology proposition and the strength of SecuTix’ software capabilities. Its ticketing operation is part of the Swiss Elca software and IT services group, offering its clients capabilities to customise the platform in a more efficient way.

The SecuTix ticketing product development dates back to 2002 when Elca delivered a highly secure print@home ticketing project for the Swiss railway. The current entertainment product – SecuTix 360° – was launched in 2009 as one of the first white-label solutions to combine a ticketing engine with CRM functionality.

Photo: LCCC