SSE Arena, Wembley in London has teamed up with Activity Stream to set up data infrastructure and tools for optimising marketing, and gaining insights into sales and inventory.

The 12,500-seat facility, which is London’s second-largest indoor arena, will look to the business solutions provider to bring together its data from ticketing, campaigns, and communications.

In addition, the two teams will also collaborate on developing advanced automation that will enable SSE Arena, Wembley to boost the customer experience and commercial performance.

Jeremy Smith, the director of IT at ASM Global, which owns the arena, said: “We have been very impressed with the solution that Activity Stream has developed, and we believe that their ambitions for enabling teams to make the most of the data available matches our plans very well.”

Martin Gammeltoft, vice-president of commercial operations of Activity Stream, said: “We are very excited to be working on this project with the Wembley team. I’m confident that the joint ambitions will take us far, together.”

The news follows a recent announcement by Activity Stream, which has rolled out its new advanced platform with updated features, new capabilities, and a new aesthetic.