The 2015/16 summer broke all sorts of records for NZ Cricket.


The 2015/16 summer broke all sorts of records for NZ Cricket.

The biggest ever fan database, the most online engagement, the highest ever ticket sales, sold out cricket grounds and the highest-ever international rankings for The Blackcaps. Yet just three seasons earlier NZ Cricket had no fan database, no direct marketing activity, poor crowds and a losing team. But it’s not just the team’s performance that sparked this remarkable turnaround, it’s also the performance of their multi-award winning data driven comms program.

SpeakData is the enabler behind MyBLACKCAPS, the digital membership club for fans of our national team. With just two marketing staff, NZ Cricket is able to engage members in persuasive conversations about ticketing, merchandise, video highlights, team news and interviews, and more. All tailored and personalised to the individual member’s level of interest in cricket, match preferences and local cricket grounds.

The results speak for themselves: Members who highly engaged in MyBLACKCAPS spent up to seven times more on tickets than non-members. Sales reached a new high – beating a record revenue target by 14%, with members accounting for 77% of total revenue! And thanks to better-than-ever business intelligence insights, the program has had a massive influence on management decisions, such as product and pricing strategy that is helping to further maximise revenue and the overall growth of the game in NZ. 

In Feb 2017, the success of the MyBLACKCAPS program was recognised at the NZ Direct Marketing Awards with 5 Gold and 2 Bronze awards. An outstanding result for SpeakData and our client NZ Cricket.

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“From relying on customers turning up on the day of an event and knowing nothing about them in 2013, we last year saw our pre-sales cross the 90% mark and now have more data and insight than ever before.”

“Paul takes his time to truly understand our complex data setup and is always proactive with new ideas to drive even better results. This approach has really paid off for us, with our database members last year accounting for over 70% of our ticket sales revenue.”

“With the expertise offered by Paul Hickey and his team, we quickly outgrew our first marketing automation platform and progressed onto Marketo in October 2015”

Sarah Samuels
Digital & Database Manager
New Zealand Cricket