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#TBF23 Q&A: Edgbaston’s Nick Brennan

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Nick Brennan, ticketing systems manager for Warwickshire County Cricket Club, will be swapping the Birmingham cricket ground Edgbaston for Manchester’s Emirates Old Trafford in April for TheTicketingBusiness Forum. 

Brennan has been with Warwickshire and Edgbaston for almost nine years, and has previous experience with English Championship football club, Birmingham City. Brennan also has experience with Ticketmaster, where he worked across a number of matches and venues for the 2015 Rugby World Cup. 

Having been the ticketing manager for Warwickshire CCC since September 2021, Brennan was recently made the ticketing systems manager in January. 

Ahead of a busy year at Edgbaston and TheTicketingBusiness Forum, held from April 19-20, we asked Brennan about the current challenges, opportunities and trends in the industry, and what he’s most looking forward to about the Forum…

TheTicketingBusiness: What are the key current challenges and opportunities in the sector?

Nick Brennan: “A key current challenge for our industry is executing the on-sale process. Ticketing is in the spotlight more than ever currently in the wake of some of the controversy in the media regarding high profile on-sales of major events. It is not a new challenge with popular events because the demand will always outweigh the supply but it is one that persists in one way or another. This challenge does though provide us with the an opportunity, and that is how do we find the formula for the cleanest and least stressful on-sale journey.” 

TTB: What are the most interesting trends you are witnessing in the sector?

NB: “It is brilliant to see the sport ticketing community embrace digitalisation, this has been an ongoing process that I feel really took off post-pandemic and in particular, it sped up the wide-scale rollout of digital tickets. The impact of integrating your tickets into mobile tech provides a range of benefits, but as we focus so much more on data and insights the ability to capture the data on all of those entering your stadia is a big plus. As a club we engaged this mobile process in 2020 following the impact of the pandemic and we are seeing the benefit of it now. Our app ticketing process sits now as an embedded part of our customer journey and as a key piece of our sustainability plan.”

TTB: What are your company’s plans over the coming year, and what are you looking forward to exploring more at the Forum?

NB: “We have another exciting and busy year upcoming with the 1st Ashes test of the summer being hosted here at Edgbaston! This is a fantastic chance for us to showcase our venue with the world watching. For me I am looking forward to hearing about what ideas there are for the future of digital ticketing. I am a big advocate for the pushing the boundaries of digitalisation in our industry and I am keen to see what innovative tech-based solutions are on the horizon for ticketing.”

Explore the future of ticketing with Nick Brennan and hundreds of industry leaders at #TBF23 at Emirates Old Trafford, April 19-20. BOOK TODAY.

Background image: Courtesy of Warwickshire CCC/Edgbaston