Ticketmaster has announced an exclusive ticketing partnership with Cambridge festivals Strawberries & Creem Festival and The Cambridge Club.

2021 will see the festivals expand in capacity and programming as they move from one-day to three-day festivals at a much larger venue, introduce VIP glamping plus after-dark options, and introduce a new focus on immersive experiences.

Developing its music philosophybeyond Hip-Hop, House and Drum & Bass, Strawberries & Creem Festival will open up to a wider range of music genres in 2021, including more stages and also add a new strand of technology content with podcasts, gaming and more to be announced.

Feel good family festival The Cambridge Club is also scaling up next year with three headliners. They’re also adding talks, comedy sessions by the legendary University of Cambridge Footlights society and new dining experiences into the mix, all inspired by the creators, innovators and explorers that Cambridge is famous for.

Both festivals were recently acquired by concert promoter and production company Senbla, who Ticketmaster is delighted to continue an exclusive partnership with.

The multi-year deal will incorporate retail, access control and Box Office solutions, alongside the ticketing technology, marketing reach and power of Ticketmaster’s digital channels.

William Young, Managing Director of S&C Productions said:

“We’re delighted to partner with Ticketmaster as we can aim to scale up the festivals significantly for 2021. It’s been an incredibly tough year for everyone, but in many ways the disappointment of 2020 has given us time to re-energise, restructure and refocus. With the backing of Senbla, SONY and now Ticketmaster, we’re really excited to take the festivals to a new level over the coming years.”

Sarah Slater, VP Client Development for Music & Festivals at Ticketmaster UK said: 

“We are delighted to partner with Strawberries & Creem and The Cambridge Club festivals at such an exciting time of growth for both of these events. Bringing our leading technology and marketing reach, we will work to strengthen and scale each step of the event journey to give existing and brand new fans the best experience possible. We look forward to working with both festivals and Senbla to make 2021, and beyond, their best years yet.”