PTI Helps Deliver Edgbaston Stadium’s Technology Plans

Craig Flindall and Alex Perkins discuss Edgbaston’s technology plans, the progress they have made and how PTI have helped deliver these changes.




Edgbaston Stadium underwent redevelopment in 2009/10 and have since focused relentlessly on customer service, putting this at the heart of their decisions. With further plans to develop a master plan at the site and move with the digital times we live in, they partnered with PTI to take their next steps forward for technology competence, enabling informed decision making processes.


The Challenges

With no technology or digital resource in business, Edgbaston Stadium were left unsure on which initiatives to look at and how to proceed, hindering the next evolution of customer experience at the venue. Equally, with an experienced yet small commercial team, the ability to capitalise on new digital assets was a concern for the business.


The PTI Solution

PTI provide fractional consultancy across tech and digital on a flexible and affordable basis that has empowered them to feel confident in selections. This entailed:


– Detailed oversight of the entire estate to ensure the pyramid of technology is at its core

– Developing a best in class, digitally enabled customer experience for all users – match day fans of all backgrounds, conferences and more


Further, the PTI sales team have represented Edgbaston Stadium inventory in market, most recently assisting in the sale of their test match LED minutes. From market valuation to front end sales, PTI’s fractional model has proved a fit from the board room to the sales floor.



What’s Next

2021 and beyond, the focus is on the launch of new club app to digitise the customer experience and continue on the pathway to personalising every customer journey, providing more touchpoints for the supporters and visitors on both match and non-match days.


Moving forward as a venue there is re-development planned, and as part of that it is vital to build-in digital assets accordingly with current market trends, which PTI will be supporting with.