Edgbaston and Sporting Pay announce new partnership

Edgbaston Stadium has secured a new four-year partnership with Sporting Pay, which builds on its commitment to further enhance its customer experience and its quest to become the greenest cricket Club and venue in the country.


Edgbaston became a cashless stadium in 2019, to reduce queue times and paper wastage, and the partnership with Sporting Pay will see a new Electronic Point of Sale (EPOS) system implemented for contactless payments at bars, kiosks and in hospitality suites to support match day and conference and banqueting operations.


Ben Seifas, Commercial Partnerships Manager at Warwickshire CCC, said:

We want everyone who comes to Edgbaston to have the best experience possible, whether that’s for cricket or an event, so we’re constantly reviewing our stadium operations and are identifying products and services that can make a difference.


Sporting Pay has an excellent portfolio of clients in professional sport and it provides a great system. This will build on the work that we did last year in becoming a cashless venue and will provide greater confidence to spectators and clients who can use contactless payment points around the venue. We look forward to working with the Sporting Pay team.


Chris Norminton, Managing Director of Sporting Pay, said:

As a payment provider specialising in working with sport we are delighted to partner with Warwickshire County Cricket Club and furthering our support to sector.


Enhancing the fan and visitor experience at the ground is something we are particularly proud of, as we are fully aware of the advantages card payments bring including ease and efficiency.


As part of the partnership we are also looking forward to working with local businesses in and around the local areas and are able to pass on the same low rates as Warwickshire.


The inaugural night Investec Test between England and West Indies at Edgbaston on August 17, 2017. Courtesy: Edgbaston


Main image (top) of Edgbaston during the Ashes, courtesy: Edgbaston/Warwickshire CCC


#cashless #cricket #edgbaston #matchdayexperience #sportstech #sportsbiz #stadia #sportsentertainment #sportstech #stadiums


ALSD International – Europe’s leading event for the Premium Seat & Sports Hospitality sector – is taking place at Liverpool FC’s Anfield Stadium this October, 12-13, and will examine how to increase revenue through new builds, renovations, service expansions and the latest technology.



The next edition of ALSD International – organised by the Association of Luxury Suite Directors and Sports Venue Business – will feature a high-level conference, an exhibition hall showcasing the latest products, services & solutions, tours of Anfield, Everton’s Goodison Park and M&S Bank Arena, and numerous networking events, ensuring optimised opportunities to knowledge-share, network and do business.


#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector


#ALSD – Leading the Premium Seat sector for the last 30 years




#sportsvenuebusiness – The leading platform for sector news, views & developments

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