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Chester Racecourse Announces New Ticketing Partnership With SeatGeek

CHESTER, UK (April 23, 2021) – Today, Chester Racecourse and SeatGeek announced a multi-year partnership to ticket the popular racecourse in the heart of Cheshire (UK). The world-renowned racing venue will use SeatGeek’s market-leading enterprise ticketing platform (SRO), to transform the ticketing experience for its race goers and drive targeted marketing initiatives.

Chester launched sales via their SeatGeek platform on 15th March 2021 and witnessed a British public desperate to once again enjoy its summer events at the group’s trio of racecourses at Chester, Bangor on Dee and Mussleburgh. The level of demand was like nothing experienced before and the new ticketing platform processed 6 months’ worth of ticket sales in 12 hours.  Demand for tickets and sales numbers were more than 20 times larger than the previous busiest sales day in Chester’s history.

Rob March, Commercial Director at Chester racecourse, said, “In early 2020 we decided to take advantage of the COVID related downtime and focused our attention on a range of operational and technological improvements at our racecourses. Ticketing is the first touchpoint in our engagement with our patrons and we launched a detailed review to identify a new partner who could work with us to deliver a first-class solution and all-round experience. SeatGeek immediately stood out from the crowd and we’ve been delighted with the instant impact of the new platform which has helped deliver record breaking results since our launch in March. I take my hat off to the entire project team who have worked on the transformation project which has delivered phenomenal results on its launch.”

Peter Joyce, Managing Director of EMEA Sport at SeatGeek, said, “We are delighted to be working with Chester Racecourse as we make our debut in racing. We’re all looking forward to enjoying all aspects of live sport again and this was absolutely underlined by the demand experienced on Chester’s launch last month. It’s fantastic to be able to help Chester deliver record breaking sales results and play a prominent role in the return of live events. We look forward to a long and mutually rewarding partnership.”

Chester Racecourse is the first racing venue in Europe to partner with SeatGeek, which already tickets many of the world’s leading sports teams and venues, including more than 50 percent of English Premier League football clubs, 30 percent of EFL Championship football clubs as well as the Lloyd Webber Theatre group in London’s West End.  Many of the biggest brands in the world, from Manchester City FC to Dallas Cowboys, use SRO to provide their supporters with a best in class, seamless ticketing experience.