England Rugby and Ticketmaster Sport today announced a long-term extension of their existing 16-year relationship.

Ticketmaster Sport will continue to provide the England Rugby with industry-leading digital technology solutions including a recently redesigned fan site, digital ticketing, marketing support, official ticket exchange and newly introduced, tailored rugby club management technology that enables more efficient allocation of tickets to supporter clubs.

Ticketmaster Sport and the England Rugby are also working on several new initiatives that will transform the way rugby fans discover and purchase rugby tickets, a number of which are already in place with others to follow in 2022.

“The relationship between Ticketmaster Sport and England Rugby is a close collaboration and we’re so proud to continue to offer England Rugby and its supporters innovative solutions built on a platform grounded in resilience.” said Chris Gratton, Chief Operating Officer, Ticketmaster Sport. “At Ticketmaster, we’re focused on developing solutions that help our partners give fans a great purchase experience while driving operational efficiency and resilience. This extension means we can continue our progress with England Rugby to enhance the supporter experience and through our marketing power, introduce rugby to increasing numbers of new fans across the UK and beyond.”

Steve Kitcher, England Rugby, Head of Ticketing said: “While Ticketmaster has been a long-term partner of England Rugby, the continuation of this partnership is very much based on the future and how Ticketmaster can help us achieve our goals.”

“England Rugby has a varied distribution model and as we move to a fully mobile stadium it is important we have systems in place that help make the process of both applying for and distributing tickets as efficient as possible.”

“Our aim is to always provide the rugby family with the best levels of service we possibly can, also to ensure that our systems allow us to gain a greater understanding of our customers, enabling us to grow both the men’s and women’s game.”