Somerset County Cricket Club has announced a new partnership with ticketing technology provider SecuTix to deliver a digital-led experience for members, supporters and visitors. 

Memberships for Somerset cricket fans will be available via the SecuTix platform from next Wednesday. 

Commercial director at Somerset CCC Caroline Herbert said: “It is absolutely vital that we provide a membership and ticketing system that is easy to use and gives our members and supporters an efficient and high-quality online experience. And to this end, we have partnered with SecuTix and can’t wait to welcome fans back with a more modern, digital customer journey.”

Herbert also said that this was part of a “digital transformation” for Somerset and that the SecuTix platform gave “control” over ticketing distribution for the club. 

She added: “SecuTix are an ambitious partner who share our vision to improve engagement with different audiences, increase cricket attendances and ultimately ticket revenue. We’re excited about working together to build closer relationships with our fans.” 

SecuTix managing director David Hornby said: “We’re delighted to partner with such a progressive club and are looking forward to improving the experience of fans, whilst also helping support the club’s commercial ambitions. 

“Sales of tickets and memberships will be streamlined, with increased use of digital self-service options to further improve the customer experience at the Cooper Associates County Ground. We are excited to support Somerset’s longer-term vision of centralising inventory across their business, bringing other events into a central online hub.”

Hornby added: “Our mobile ticketing technology will also have operational benefits for stewards at the entrances and in bowl as well as reducing the reliance on the physical Box Office.

“Last summer showed there was a huge appetite for live sport and cricket in particular, and we are excited to be working with another cricketing partner to increase visibility and attendances at cricket across the country.”

SecuTix was also appointed the ticketing technology partner for the inaugural The Hundred cricket tournament in 2020, but the competition was postponed until 2021 due to the COVID-19 pandemic.

The series was considered a success with over half a million tickets sold and 55% of those purchases were made by buyers new to the game. The Hundred was created to appeal to a new generation of fans, with the tournament also bringing in the record attendance for women’s cricket globally. 

Internationally, SecuTix also recently embarked on a new partnership with Cricket West Indies to allow fans to buy tickets for home fixtures in 2022 and beyond. 

Image: Somerset CCC