Coventry Building Society Arena has entered into a partnership with creative experiences agency PYTCH as it looks to expand the service it offers to event organisers.
The 32,000-seat venue, formerly known as the Ricoh Arena, serves as the home of Championship football club Coventry City and Premiership rugby team Wasps.
The stadium’s multi-year deal with PYTCH forms part of the agency’s national expansion and marks the first time the company has worked with a venue in this capacity. PYTCH specialises in live events, media, AV, broadcasting, digital content and mixed reality.
PYTCH will work directly with Coventry Building Society Arena on events taking place at the venue. The partnership is designed to enable the stadium to deliver high-level and innovative “hybrid-events” while also improving the customer experience for delegates and visitors.
The partnership will cover traditional AV and lighting services, live streaming and virtual reality avatar-based experiences. It is hoped the agreement will enable Coventry Building Society Arena to expand the reach of events it hosts.
PYTCH has three broadcast television studios in Bristol which it uses to produce virtual events. The agency owns all of its equipment and has fitted full-time technicians on-site at Coventry Building Society Arena to ensure a smoother experience for event organisers.
Paul Michael, commercial director at Coventry Building Society Arena, said: “This deal will expand what we can offer to event organisers and will further establish our venue as a leader in the sector. With PYTCH on board, and the Commonwealth Convention Centre nearing completion, we have all the foundations in place for a fantastic 2022.
“PYTCH is a sector leader and right at the forefront of innovation when it comes to hosting and delivering hybrid events. The events sector is changing and by partnering with PYTCH, we are confident we can lead the way in innovative hybrid events.
“Event organisers who are working with us will be introduced directly to our on-site technicians from PYTCH, who will then work with them to ensure their event runs smoothly and can be delivered to the highest possible standard.”
Jordan Tomkins, managing director at PYTCH, added: “We are incredibly excited about this partnership. We’ve always felt that there is a huge opportunity for venues to offer innovative and creative solutions to clients over and above the standard audio-visual offering, and we’re glad to have found that Coventry Building Society Arena shares our vision.
“The Midlands has an excellent reputation for being a creative and cultural hub, and it is always somewhere that PYTCH have been keen to find a home. The partnership with Coventry Building Society Arena allows us to become a part of this fantastic community and we’re looking forward to working with local people on delivering projects in Coventry.”
As well as staging Coventry City and Wasps matches, the stadium will host two major concerts this year, with The Killers heading to the venue on May 28 before a Rammstein gig is scheduled for June 26.
Coventry Building Society Arena will also host events during Birmingham’s staging of the Commonwealth Games this summer. The stadium will host rugby sevens matches during the Games, while the nearby arena will stage judo and wrestling competitions.
Last September, Wasps Sport appointed PTI Digital to deliver its technology strategy across the Coventry Building Society Arena campus. PTI will look to develop a best-in-class digital experience for all visitors to the stadium, which is undergoing redevelopment work ahead of the Commonwealth Games.
