Ticketing operator The Ticket Factory has hit a sporting double through new partnerships with national bodies for swimming and squash.
The Birmingham-headquartered agent has added British Swimming and England Squash to a portfolio that already includes the Lawn Tennis Association, European Aquatics Championships, Matchroom Sport and Yonex Badminton.
The Ticket Factory has secured a four-year contract with swimming’s national governing body responsible for the high-performance representation of swimming, para-swimming, diving, high diving synchronised swimming, water polo and marathon in Great Britain. The Ticket Factory will be responsible for ticketing more than five of its national events per year.
After becoming the official ticketing partner of England Squash, the Ticket Factory will be responsible for major events including The British National Squash Championships and the Allam British Open Squash Grand Prix. England Squash organises and supports competitions for both amateur and professional squash players across the UK.
The Ticket Factory will also build a white label website to maximise conversion and drive ticket sales, as well as help raise the profile of England Squash through its sports database, affiliates, social media and leading marketing partners.
Stuart Cain, managing director of The Ticket Factory, said: “Over the last 12 months, we have strengthened our position within the sports sector, and winning these contracts put us one step ahead of our competitors yet again.
“One of the reasons we have won these contracts is because we’ve showcased how committed we are to putting the customer first. We believe ticketing is central to the customer experience and is often the first and most interactive touchpoint with the event.
“Thanks to our experience of working with national governing bodies and marketing reach, we have built up a large database which we have no doubt will allow England Squash and British Swimming to reach a new sporting audience and profile their events to a larger database.”
British Swimming chief executive, David Sparkes, added: “The Ticket Factory’s bespoke service and unique approach to reaching new fans is what stood out for us. We are keen to grow our audiences and we know that The Ticket Factory’s expertise will allow us to do just that.”