Park Community Arena in Sheffield, known commercially as the Canon Medical Arena through a naming rights partnership, home of the Sheffield Sharks and Sheffield Hatters of the Super Basketball League, has appointed INTIX as the exclusive ticket, season ticket and venue ticketing partner.
INTIX is a specialist sports ticketing software company working with over 100 basketball clients globally, including men's and women's National Basketball League (NBL) teams in Australia and the Boomers, Australia's national team. With the company's founders now based in the United Kingdom, INTIX is focused on raising the standard of data and fan insight available to event managers across the northern hemisphere.
Marko Backovic, Head of Operations for the Sheffield Sharks and Hatters, said the partnership marks a significant step forward for the club's commercial and fan experience ambitions.
"INTIX brings everything we need under one roof, ticketing, season ticket management, CRM, and fan engagement analytics," Backovic said.
"What really stood out was the quality of the data insights and how we can use them to build stronger relationships with our fans and grow revenue. We're confident this partnership will take PCA, the Sharks, and the Hatters to the next level," Backovic said.
INTIX supports all ticketed events, but works primarily with sporting organisations. They have built a platform designed to handle the specific complexities of teams, leagues, and National Governing Bodies, from ticketing and memberships through to real-time fan data.
Skye Larson, Co-Founder of INTIX and General Manager of EMEA, said the Sheffield partnership reflects INTIX's broader ambitions in the UK market.
"We are thrilled to be working with Sheffield Sharks and Hatters, they are exactly the kind of ambitious, growth-focused club we love partnering with," Larson said.
"Most ticketing platforms hand over a transaction and stop there. We hand over the data. Club commercial teams and event managers get real-time, actionable insight into who their fans are and how they're engaging, so they can make smarter decisions on everything from pricing to loyalty programmes. That's what drives sustainable growth in attendance and revenue, and it's a capability we're proud to bring to the UK market," Larson said.
INTIX and Park Community Arena look forward to building a long-term partnership that puts Sheffield basketball on a stronger commercial footing for years to come.