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Derbyshire win at Business of Cricket Awards

Sunday 9th February 2020
& News
Written by Tom Skinner

Derbyshire claimed the Blast It Communication Award at this year’s annual ECB Business of Cricket Awards at The Ageas Bowl, Southampton.

The award, which came in the most-nominated category on Thursday night, was in recognition of the Local Rivals Collide campaign, the marketing concept behind the sold-out Vitality Blast clash versus Notts Outlaws at The Pattonair County Ground in July.

Working closely with data partners, Performalytics, the club set about making an efficient and targeted use of its data to maximise all marketing spend to achieve a first sell-out in the local derby since 2013.

Focusing on the rivalry which exists between the counties, Derbyshire also teamed up with their counterparts at Notts for a video series in which players went head-to-head in challenges away from cricket.

Using this to underpin both direct and digital campaigns on the lead-up to the fixture, as well as an approach to engage away supporters, the club recorded over a 40% increase in the number of advanced tickets sold for the fixture, ultimately creating the first sold-out occasion between the sides at Derby in six seasons.

Derbyshire, in a joint-nomination with Performalytics, are also in contention for the Data & Business Impact Award at the Sports Industry Awards 2020, with the ceremony to take place on Thursday 30 April.

Media & Marketing Manager, Tom Skinner, said: “It’s brilliant for the club to be nominated for such an award and to win it over excellent competition across the counties is a great achievement.

“A lot of work went into our data strategy in 2019, working closely with our partners Performalytics to make the most of our resources to continue driving attendances.

“We all want to see as many people enjoying cricket in Derbyshire as possible, and to record a first sell-out crowd against Notts Outlaws at The Pattonair County Ground since 2013 was a real highlight of the summer.

“Increased ticket sales helps the club to continue investing in cricket, while I know the players thrive on the atmosphere and enjoy playing in front of the home support.”

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