Edgbaston Stadium, home to Warwickshire County Cricket Club, Birmingham Bears T20 and international cricket, has renewed its partnership with SECUTIX.
Edgbaston began working with SECUTIX in 2019. Since then, it has become the fastest-selling test match venue outside of London, seen sell-out crowds for major internationals and achieved significant growth in its membership.
The multi-year deal, which starts from the 2024/25 season, will see the introduction of S-PAY, SECUTIX’s omnichannel payment tool.
The agreement also includes the continued use of SECUTIX’s S-360 SaaS platform and its digital ticketing app, TIXNGO. Digital ticketing adoption numbers have been strong since it was introduced for Edgbaston hospitality clients.
Adam Lowe, Commercial Director at Edgbaston, said:
“We want Edgbaston to be in the top tier of UK sporting properties. Significant strides have been made towards this since working with SECUTIX, and that’s been during a period of change in the cricket landscape.
Going forward, the better we understand fans attending the stadium, the more we can keep improving what is already one of the best guest experiences in the country. That’s across general admission, hospitality, and the wide range of conferencing and events, including community events that we host. We also want to maximise the opportunities that will come as we continue to redevelop Edgbaston.
With the Edgbaston Plaza community space outside the stadium, improved hospitality suites and plans for a new hotel on site, SECUTIX is the right partner to underpin our long-term ambitions.”
David Hornby, Managing Director of SECUTIX Northern Europe, UK & Ireland, commented:
“We’re delighted to have sealed a new agreement with Edgbaston. They are the kind of partner we love to work with; always looking to improve, adapt and explore new opportunities.
We have an aligned view of how we want to progress together and look forward to delivering an even better guest experience for everyone visiting Edgbaston.”
Annually, Edgbaston distributes over 300,000 tickets.
SECUTIX cricket clients include The Hundred, ICC Men’s T20 Cricket World Cup 2024 and the county cricket clubs Lancashire, Nottinghamshire, Somerset, Surrey and Worcestershire.
