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Wasps name AXS as ticketing partner

Premiership rugby club Wasps and the Ricoh Arena in Coventry have named AXS as an exclusive ticketing partner.

Wasps Holdings has signed a four-year deal with AXS which will see the company become the ticket partner for a wide range of live events at the Ricoh Arena.

The agreement covers Wasps Rugby, Wasps Netball, concerts, exhibitions and other live events at the venue.

AXS senior vice-president and managing director Europe Rob Byrne said:

This partnership with Wasps is a major landmark as we move to expand our fan-friendly ticketing experience to more venues in the UK. AXS technology puts the fans back at the centre of the experience – where they should be.

Stuart Cain, managing director at Wasps said:

Having the right ticketing solutions in place is crucial regardless of the event. We need to make it intuitive to book a ticket and we’ve worked closely with AXS to come up with an enhanced online experience that beats anything else we’ve seen in the market. We look forward to building a long-term relationship with them.

AXS will implement new technology solutions aiming to ensure a frictionless purchasing and entry experience for ticket holders.

These will include Fansight, AXS’ virtual reality seat maps which provide an opportunity to choose seats online and view the whole of the stadium in high definition before purchase.

The move marks LA-headquartered AXS’ latest expansion into the UK ticketing marketplace.

The group is owned by AEG, Dan Gilbert, and TPG Capital, the owner of Cirque du Soleil.

AXS will be providing Wasps with AXS Mobile ID, its identity-based digital ticketing platform, allowing fans to buy tickets and enter the stadium using their mobile devices for the first time and providing Wasps with better information about who is actually in attendance.