Spectra Ticketing & Fan Engagement has extended a long-running partnership with the University of Arizona in the US.

Under the new deal, University of Arizona Athletics will integrate Salesforce customer relationship management and will add marketing automation and Ballena 3D visualisation services for American football and basketball contests.

Ballena supports seat services such as Find-Your-Seat, Seats3D Map and the Seat Relocation Management System. The services will be available for tickets at Arizona Stadium and the McKale Memorial Center – the respective homes of the university’s American football and basketball games.

Additionally, Arizona will use Marketing Automation to create customised and personalised URLs with tailored content for individual season ticket-holders.

Spectra, which is the primary ticketing provider for eight of the 12 Pac-12 US conference institutions, has been a partner of the University for 33 years.

The length of the agreement has not been disclosed, but James Francis, senior associate athletics director for external operations at the University of Arizona, said: “Spectra Ticketing & Fan Engagement really understands college athletics fundraising and ticketing, and we will benefit from their resources and experience.

“The company understands what we want to accomplish with our athletics initiatives and, working with our client partner, helps us achieve those goals by regularly communicating industry best practices and strategies.”

Kim Damron, president of Spectra Ticketing & Fan Engagement, added: “We are excited to expand our services once again with the University of Arizona to further enhance all fan, donor and student experiences and interactions.”