We have exciting news to share! We are thrilled to announce that we are now the official IT Partner for Edgbaston Stadium & Warwickshire County Cricket Club, teaming up to support Edgbaston’s ambitious regeneration plans and to help them achieve their vision of becoming a world-class tech-enabled stadium.
The partnership has been announced at an exciting time for Edgbaston, hot off the back of Australia prevailing over England by two wickets in the first test of the 2023 Men’s Ashes Series.
Both on and off the pitch, the Club’s ambitious plans are underway to maintain the stadium’s reputation as an elite sporting venue amongst a global audience.
As the official IT partner, Intercity will leverage its diverse portfolio of Managed IT solutions and award-winning customer service to support the delivery of Edgbaston's Stadium & Community Masterplan. This ambitious plan aims to create a mixed-use development that benefits not only cricket fans but also the West Midlands community and economy. Together, we will fuel Edgbaston's future growth and ensure a world-class fan experience.
With over 118,000 spectators in attendance and Sky Sports announcing their highest-ever recorded audience for a test match, Intercity has begun its exploration of the critical role IT, data and technology plays to enable the on-pitch, live sports action and the first-of-its-kind analysis will be shared in a ‘Sweating the Numbers’ report in due course.
From scanning thousands of e-tickets and using the Edgbaston app to deliver high end customer experience so they can click and collect food, beverage and retail orders, report in-stadium issues and receive live updates, integrated technology infrastructure is essential for large sports events, which Intercity will be unveiling in its analysis.
But the Sweating the Numbers report only marks the first innings of this tech partnership, with a host of further milestones at Edgbaston including the Women’s Ashes IT20 in July, Men’s T20 between England and New Zealand in September and the stadium’s next phase of regeneration, which Intercity will be supporting by leveraging its technology to provide and deliver world-class solutions.
Intercity CEO, Andrew Jackson, expressed his excitement, saying, “Our business is designed to create world-class technology partnerships with our customers and together with Edgbaston we are striving to create a unique experience, that sets the standard in Sports Technology Infrastructure.”
Group Managing Director, Charlie Blakemore, added, “We are delighted to become the official IT partner for Edgbaston Stadium, an iconic cricket venue that's just a mile down the road from our headquarters in Birmingham. Intercity and Edgbaston share the same values and ambition to work together to provide a sustainable, world-class experience and add long-term value to our local community.”
Craig Flindall, Chief Operating Officer, at Edgbaston Stadium said: “When planning for the future of Edgbaston Stadium, technology needs to be right at the forefront, so we’re working with Intercity to see how we can develop our digital platforms and IT infrastructure going forward. We also want to use the partnership to help create and develop young local talent in the technology industry, which Edgbaston and Intercity can bring through together.”
Head of Sales & Partnerships, Ben Seifas, added “The relationship with Intercity reflects a true partnership with Edgbaston helping to showcase the Intercity brand across all areas of the business including digital and in-bowl branding and headline sponsorship of the Bears Business Club. We would also like to thank sponsorship agency, RightFormula, who helped make this partnership possible and facilitated the introductions between Edgbaston and Intercity.”
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