Edinburgh-based start up make it social is building upon its success with London’s West End theatres by extending its reach in sporting events.

The company’s software allows people to book as a group but pay individually, which means the organiser isn’t left out of pocket.

Following a successful partnership with the Kia Oval last year, Gloucestershire County Cricket Club is to start using its technology. Cricket fans will be given the option to ‘make it social’ for this year’s Vitality Blast competition where 18 first class English and Welsh county teams compete for the T20 Series.

The news comes as Ambassador Theatre Group (ATG), which signed a deal with ‘make it social’ last year, continues to roll out mis software across all of its UK shows and venues.

Eddie Robb,‘make it social’s’ founder and chief executive said: “Booking events for others has always been extremely frustrating and it was my own experience of this that led to our software.

“‘make it social’ is making it easier for friends to do things in the real world and we’re all delighted that more consumers can benefit as an increasing number of organisations decide to partner with us.”

Emily Salvidge, head of marketing & commercial at Gloucestershire Cricket added: “We’re always looking for ways to enhance the experience of those coming along to matches and by taking the hassle out of group booking ‘make it social’ offers just that.”

Image: Make It Social