Have the world ever experienced a success story similar to the England and Wales Cricket Board's tournament The Hundred? Probably not.
The Hundred is a professional franchise 100-ball cricket tournament involving eight men's and eight women's teams located in major cities across England and Wales. The tournament is run by the England and Wales Cricket Board and took place for the first time in July and August 2021. In record time this cricket tournament has risen from nothing to a ticket volume of more than half a million each year, massive merchandise sales and packed stands with an audience where the majority probably never had visited a cricket match before The Hundred was launched two years ago.
From the start an up until June 2023, Manal Smith was Head of Ticketing at The Hundred. She started her ticketing career at the London 2012 Olympics and progressed from there to AXS Europe before she took the position as Ticketing Manager at the European Tour of DP World Tour. She then left this position in favour of The Hundred in September 2019, where she first had to handle a cancelled season due to the pandemic before she successfully delivered two seasons and laid the foundation for this year's equally successful tournament. She then set sail for yet another exciting challenge in June this year, as she left The Hundred in favour of the position as Head of Ticketing for SailGP.
In this episode of TicketingPodcast.com, Manal paints a vivid picture of how ticketing impacts every department in an organisation and the meticulous planning required for event day delivery. Hold on tight as we explore the digital transformation in sports and event ticketing, from the physical to the digital realm. Manal shares the unique challenges of launching a new ticketing system in the UK and her subsequent role as ticketing manager for DP World Tour. Her experiences with giant clients like the O2, Wembley, and the ATP tennis championships offer a unique perspective on the transition to digital tickets.
In the final leg of the interview, we delve into the success of The Hundred and the critical role of local activations in its success. Manal enlightens us on the power of social media and importance of collaborations when organising matches and marketing. We wrap up with a sneak peek into Manal's new role at Sale GP, their upcoming races, and what it means to create loyalty for a brand new brand. This episode is a goldmine for anyone interested in ticketing, sports management, or the business side of sports, so buckle up for a roller-coaster ride into the thrilling world of ticketing with Manal Smith.