SecuTix has agreed a five-year partnership with Silverstone to manage ticket sales for all events at the Northamptonshire motorsport circuit, including Formula 1’s British Grand Prix.
As Silverstone’s ticketing technology partner, SecuTix’s S-360 solution will help bring together the different Silverstone revenue streams, sales channels, and products under one platform. This is part of a wider digital transformation happening across the business.
Silverstone will also use SecuTix’s secure mobile ticketing solution TixNGo to further digitalise the customer experience. A new dedicated Silverstone-branded wallet, powered by TixNGo, will deliver secure digital tickets across all major events at Silverstone, with the contract also covering the Silverstone Interactive Museum and the driving and track experiences.
Today’s (Thursday’s) announcement comes on the back of a record-breaking British GP at the weekend. Sunday’s race drew a record attendance of 142,000, with a total of 401,000 spectators taking in the action over the weekend.
This year’s event was expected to break previous British attendance records, with all 142,000 race day tickets sold out in the shortest amount of time in the race’s history.
Nick Read, commercial director at Silverstone, said: “Given the multi-faceted nature and commercial complexity of our business, we needed a global partner with a proven track record in both sporting events and museums.
“SecuTix works with high-profile venues and brands in each of these sectors and has an excellent pedigree in giving fans a superior customer experience. We’ve got off to a great start, with a sell-out British Grand Prix in 2022 and are looking forward to exploring the suite of digital solutions available through SecuTix, using APIs and other tools to build unique and bespoke customer journeys.”
The Silverstone contract is the latest business development for SecuTix in the UK market. In March, the NEC Group’s official box office, The Ticket Factory, introduced a 100% mobile ticket solution as part of a collaboration with SecuTix.
Utilita Arena Birmingham and Resorts World Arena, which are two of NEC Group’s venues, became the first venues to utilise blockchain mobile ticketing technology in the UK, according to SecuTix and The Ticket Factory.
Earlier in the month, Surrey County Cricket Club appointed SecuTix as its new ticketing technology partner.
David Hornby, managing director for Northern Europe, UK & Ireland at SecuTix, said: “We’re excited to work across the whole Silverstone business as it integrates our specialisms in sport and museums.
“SecuTix is an open cloud platform that genuinely works cross vertical, and as such is ideal for a business such as Silverstone where major events and track driving experiences sit alongside other business areas such as the Museum.
“Our ambition is to seamlessly connect Silverstone’s systems, fans, third-party partners and in-house teams. The result will be a better understanding of their audiences which will open up business transformational opportunities for Silverstone.”