COVENTRY, UK (CelebrityAccess) — Wasps Holding, operators of The Ricoh Arena, announced a deal with AEG’s AXS, which will see it become the exclusive ticketing partner for a wide range of live events at the venue.
The four-year deal will cover Wasps Rugby, Wasps Netball, concerts, exhibitions and other live events at the venue, starting in October 2018.
Included in the deal will be AXS Mobile ID, the identity-based digital ticketing platform which allows fans to purchase tickets and enter the stadium with their mobile device.
The service also includes detailed real-time analytics via AXS Intelligence, providing Wasps with better information about who is actually in attendance and other data surrounding ticket purchases and fan experience at the venue.
AXS is also introducing their “Fan Account” service for the Ricoh. Fan Account creates a new portal that allows ticket purchasers to create a dedicated friends and family group, giving them permission to purchase on their behalf and view their “Buzz Points” – loyalty tokens which can be accrued when buying tickets and merchandise.
Fan Account will also have branded sponsorship areas for key sponsors, enabling them to sign into their own portals and manage their ticket allocations. This feature will also be available to community rugby clubs, pubs, and societies that partner with Wasps for cashback on ticketing sales.
To facilitate the transition to the new systems AXS will provide local support and will have one of their own senior technical managers embedded within the Wasps ticketing team to help manage and oversee the day-to-day operations of the new platform.
Ricoh Arena is part of a complex of venues in Coventry that first opened in 2005. The complex includes a 32,609-seat stadium, formerly known as the City of Coventry Stadium, as well as the 7,000-capacity Ericsson Exhibition Hall. The complex also includes a casino, a hotel, and a shopping park.