Birmingham’s Edgbaston Stadium has dropped Ticketmaster as its ticketing partner after 25 years in favour of the joint forces of SecuTix and The Ticket Factory.

The two ticketing firms will offer a full-service approach to ticketing for cricket matches, conferences and events at the stadium, home to Warwickshire County Cricket Club, Birmingham Bears T20 and international cricket.

SecuTix will be the ticketing technology partner, powering ticket operations, while the Ticket Factory will manage a full range of support services including marketing, customer care, web development and customer segmentation and insights.

Alex Perkins, head of commercial at Edgbaston, said: “By having such a strong allocation of major matches from 2020 to 2024, we’ve been able to conduct a full review of our ticketing operations to ensure that we provide the best possible system for our Warwickshire members, supporters and international fans.

“Making it easy for everyone to navigate and purchase the tickets and Membership that they desire is the fundamental goal, but this new system designed by SecuTix goes beyond our initial brief, by linking in with our retail offering and conference and events business.

“With The Ticket Factory based in Birmingham, we have the added benefit of partnering with a local business and are able to utilise its vastly experienced customer service team during the major on-sale periods as well as their local reach to attract new fans to the club.”

The 25,000-capacity stadium is one of the largest cricket grounds in England, welcoming 200,000 cricket supporters and 100,000 conference and events visitors each year.

Edgbaston is hosting five games at this year’s Cricket World Cup, which began May 30 and will end on July 14.

Richard Howle, director of ticketing at The Ticket Factory, said: “Being based in Birmingham, Warwickshire CCC and the Birmingham Bears are our home teams and we are proud to be working alongside SecuTix to support this fantastic sporting arena. Edgbaston is widely known for having the best atmosphere in England cricket – the fans here rock and we are excited to play our part in making sure that they have the best experience.

“Our knowledge of event-goers and marketing reach in the region puts us in a great position to help Edgbaston connect with more cricket fans and create even more unforgettable memories at some of the highest-profile matches in world cricket over the next five years.”

Tickets through the new partnership will first go on sale late Summer 2019 with the Twenty20 season.

David Hornby, managing director of SecuTix UK and Ireland, said: “With the fantastic match schedule confirmed, it was the perfect moment for Edgbaston to transform the way they do ticketing and audience engagement.

“It’s the first time we’ve partnered with The Ticket Factory in this manner, and we’re excited about what this integrated approach is going to deliver for Edgbaston and, in the future, other clients. The three of us share the same vision to deliver growth and a world-class customer experience.”