Lancashire County Cricket Club has confirmed a partnership with ticketing engagement platform SecuTix, bringing to an end its association with Ticketmaster.
The deal, which was reported by TheStadiumBusiness.com last week, names SecuTix as the club’s official ticketing provider.
SecuTix will operate Lancashire’s ticketing and membership services, working closely with the club to provide the best possible experience for members and supporters attending fixtures at Emirates Old Trafford.
Lancashire becomes the first cricket club to team up with SecuTix, which also holds partnerships with the likes of UEFA, the Stade de France and Premiership rugby club Saracens.
The partnership is set to enhance the mobile-buying experience for supporters, with fans able to buy tickets that can be scanned directly from mobile phones. The two parties will also run smarter, targeted marketing campaigns for international and domestic ticketing.
In addition, Lancashire will receive access to industry-leading technology such as 3D views from reserved seats to help supporters visualise their view.
Lancashire’s chief executive Daniel Gidney said: “We wanted to partner with a modern technology company that could support our digital ambitions as a business. We feel that they are much more than simply a ticketing solution provider. The industry has been dominated by ticketing companies that focus on selling bulk tickets with a business built on booking fee charges and the secondary market. SecuTix are different.
“SecuTix are a developer at heart and committed to putting the ticket buyer ahead of everybody in a continual pursuit of delivering an amazing customer journey making ticket purchase a key part of the main event. That is what makes them as an organisation an outlier in the industry.
“The club has been hugely impressed with the growth and enhanced customer experience that their platform offers clients in sport, and equally as important, the wider entertainment sector have developed through partnerships with SecuTix.”
David Hornby, SecuTix UK managing director, added: “Both organisations will be working immensely hard together to provide a fantastic customer experience to supporters and we believe that the agile technologies of the SecuTix platform will benefit the club across not just ticketing, but also CRM and digital marketing.
“We pride ourselves on innovation as a ticketing platform and that development and creativity is at the heart of our business and our success is driven by this. I believe that SecuTix and Lancashire Cricket Club will be the perfect partnership moving forward.”