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The Hundred partners with SecuTix to deliver successful inaugural cricket tournament

SecuTix discusses its role as ticketing technology partner of the England and Wales Cricket Board (ECB) in the triumphant launch of The Hundred over the summer…

The Hundred has been one of the successes of the summer. Over half a million tickets sold, 19% of the live audience were children and 55% of ticket buyers were new to the game. It also recorded the highest attendance ever for a women’s cricket event globally.

The Hundred was conceived a few years ago, and to help facilitate the vision the England and Wales Cricket Board (ECB) engaged with several technology partners.

“From the start The Hundred aimed to take a digital first approach to cricket,” says Rob Calder, Commercial Director of The Hundred at the England and Wales Cricket Board (ECB). “We felt back in 2020 that SecuTix recognised what we were aiming to achieve, both at the time and in years to come.”

SecuTix was appointed as the ECB’s Ticketing Technology Partner, but after the competition was delayed due to COVID, fans had to wait until the summer of 2021 to witness its inaugural season.

In 2021 the SecuTix platform facilitated the management of ticketing and hospitality needs all in one solution. It meant The Hundred could run the core operations required for a league competition across eight venues, whilst also meeting the requirements of individual teams. Because it runs in the cloud, it’s genuinely scalable, allowing for agility as the tournament evolves in future.

“The relationship with SecuTix is important to us,” Calder adds. “They have felt like part of our extended team and we are already getting excited about where we can take things beyond this first season.”

SecuTix was one of several technology partners who helped The Hundred deliver a series of memorable match day experiences. The integrated approach saw SecuTix work alongside InCrowd, who developed The Hundred app, Pulse who designed and developed and Two Circles, the ECB’s data and insight partner.

David Hornby, MD of SecuTix UK, added: “SecuTix was a natural partner for The Hundred in terms of a shared vision, but also given our existing experience in cricket. The teams at Lancashire, Warwickshire and Nottinghamshire already use our platform to ticket their domestic and international fixtures. Somerset and Kent have more recently come on board, and it’s great to see our platform delivering on both a local and tournament level. We’re very proud to have been a part of The Hundred. SecuTix is so much more than a white-label solution and we are delighted to have been able to integrate what The Hundred is trying to achieve as a brand with its ambitions around ticketing.”