The NEC Group has won the brief to be the official ticketing partner of Coventry City of Culture next year.
The Ticket Factory, which is owned by the live entertainment and conference group, will provide the full ticket purchasing and delivery system for the events programme which will run for 12 months from mid May.
The software will also interface with other organisations' and venues' own ticketing systems to allow visitors to events in the city to book their tickets in one place.
The system will come online later this month selling tickets for Coventry Glides, the ice rink that will be set in Coventry Cathedral Ruins when it opens in December.
Laura McMillan, director of operations and legacy with Coventry City of Culture Trust, said: "This relationship is going to be key in delivering our ticketing strategy and making sure we have the support in place to ensure that as many people as possible can access the tickets to the events they want to see and take part in."
Richard Howle, director of ticketing at The Ticket Factory, added: "Celebrating the great cultural diversity in our region is something we at The Ticket Factory are proud to be a part of.
"Coventry's UK City of Culture status will help reignite the arts and live events which are traditionally real economic drivers and thriving sectors in the West Midlands.
"It is hoped that, with a packed calendar of ticketed events across 2021, more people can experience a wider variety of culture than ever before in this great city."
