Premier League football club Southampton has integrated a new cloud-based ticketing system as it bids to boost online sales through technology.

Advanced’s Talent Sport software will be used to improve the overall fan experience when purchasing tickets online, especially during periods of high demand.

Through a multi-year deal, Southampton will use data held within the solution to engage with fans online, targeting them with relevant promotions based on their preferences and interests, as well as providing an easier ticket buying process.

All online purchases will be managed through the Talent Sport website, with fans able to make multiple purchases in one single transaction, on a range of devices.

“It was an easy decision to choose Advanced’s solution,” said Danielle Lewis, head of ticketing and hospitality at Southampton. “It was essential that we used technology to lead the way in our fan engagement strategy, and Advanced’s track record and credentials in the sports sector are second to none.

“We have been working collaboratively with Advanced to define our requirements and objectives and we are confident that they will enable us to achieve our goals, improve our fans’ online experience and deliver a first-class solution.”

Southampton is also expected to make use of Advanced’s buy-back system, which allows season ticket holders who cannot make a match to release their ticket back to the club.

Advanced already provides its services to Southampton’s Premier League rivals Everton, and is associated with the Royal Albert Hall and Silverstone race track.

Mark Dewell, Advanced’s managing director of specialist solutions, said: “Fans are leading the way in the digital era, expecting around the clock, fast and reliable access from any device when purchasing from clubs.

“It’s rewarding to see a number of clubs recognising that our solution can deliver that connected fan experience. We are looking forward to helping Southampton FC keep one-step ahead of their fans’ requirements now and for the long term.”