English Football League club Shrewsbury Town FC has appointed new partners, Advanced, to deploy their cutting-edge ticketing management platform, TALENT.

The move will help the third-tier League One club take its ticketing, event and commercial operations to the next level and deliver against its priority to improve the experience of both fans and staff.

The deployment of TALENT will see Shrewsbury Town benefit from innovative new technologies including a new online group bookings module, corporate hospitality, data insights & BI, and a variety of additional revenue generating features. For the first time the club will also introduce automated turnstile entry to the stadium in conjunction with SKIDATA.

Brian Caldwell, chief executive of Shrewsbury Town, said: “At Shrewsbury Town FC we are very committed to giving our fans a good experience – both online and on matchday. We wanted to give our fans a better experience buying tickets online and were also keen to improve the speed that our fans could enter the stadium on matchday.

“After extensive review we decided to choose Advanced as our new ticketing partner whose system showed impressive functionality for giving fans a best-in-class experience, in conjunction with SKIDATA who have a fantastic reputation in the market. We’re excited to launch later this summer and show our fans the new online group bookings and new automated turnstiles at Montgomery Waters Meadow.”

Advanced is the UK’s third largest provider of business software and services with a £254m turnover, more than 19,000 customers and over 2,400 employees. It has offices in the UK, Europe, the US, India and Australia.

Mark Dewell, managing director of Advanced, said: “This is an exciting partnership for Advanced. Our TALENT software will provide Shrewsbury Town FC with a range of CRM features that will give their fans the best experience possible when booking tickets online while making life easier for their staff.”