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SeatGeek breaks into cricket market with Lord’s deal

A general view of the Lord's Pavilion during the 2nd 2019 Ashes Test match between England and Australia (by Stu Forster/Getty Images)

US-headquartered ticketing company SeatGeek has moved into the cricket market by agreeing a multi-year deal to ticket Lord’s Cricket Ground in London.

The agreement with Marylebone Cricket Club (MCC) comes after the owner of Lord’s conducted a detailed market review process. MCC will use SeatGeek’s ticketing platform, SRO, to improve the fan experience at Lord’s with the company serving as official ticketing partner.

MCC is the first cricket club to partner with SeatGeek, which already tickets 40 per cent of the English Premier League, including champion Manchester City, and 30 per cent of the EFL Championship, the second tier of English club football.

“SeatGeek’s technology has a proven track record of supporting some of the most prestigious teams and venues in the world, and we are pleased to join a very impressive SeatGeek client list,” Jeff Woollen, MCC’s chief information officer, said. “We are focused on providing our visitors with a world-class fan experience, and the ticket purchase engagement is the crucial first step in that process.”

In September, SeatGeek expanded its SeatGeek Open product to the UK, allowing clients to sell tickets in online venues beyond their own marketplaces. SeatGeek Open powers ticket sales through a variety of third-party venues, and in three years of operation with the platform in the US, SeatGeek has worked with outlets such as Facebook, Snapchat, and Airbnb to sell tickets directly on those sites.

James McClure, SeatGeek’s executive vice-president of global business and general manager of international, said: “As we continue to invest in our European growth, it is exciting to see SeatGeek break into a new sport, especially by partnering with the most famous cricket venue in the world, Lord’s. Despite its rich history, Lord’s is still an innovative venue at heart, and we are excited to work together for the benefit of attendees.”