Case Study: Somerset County Cricket Club achieves world-class Wi‑Fi and transformed fan engagement with HPE Aruba Networking

Innovative digital strategy transforms fan engagement and the cricket experience

Somerset County Cricket Club embarked on a digital transformation to modernize the fan experience for a younger, more connected audience and to meet the demands of hosting three matches at the 2019 Cricket World Cup. The club needed a no‑compromise, highly available network that delivered complete stadium connectivity, ownership and protection of user data, and the means to gather and analyse crowd behaviour to drive engagement and commercial growth.

SCCC deployed an Aruba Edge Architecture solution—110 high‑density indoor/outdoor APs, resilient mobility controllers, Aruba switches, AirWave management, Analytics & Location Engine with Skyfii integration, and ITEC managed services—delivering up to 9,000 concurrent connections and built‑in high availability. The upgrade supported three sell‑out World Cup matches with 100+ global media, captured 10,000+ Wi‑Fi sign‑ups in three months, topped post‑event fan surveys, and created a secure platform for future services (apps, streaming, personalised marketing) while keeping full control of its data.

Somerset County Cricket Club

Sarah Trunks

Strategy Director