Worcestershire Rapids have reported a 100 per cent increase in the sales of NatWest T20 Blast season passes for the 2016 campaign.
More than 400 passes have been snapped up at the value for money price of £80 for all seven North Group matches at New Road – including this afternoon's televised clash with Notts Outlaws (2.30pm start).
But general ticket sales have also been healthy and the eagerly awaited showdown with local rivals Birmingham Bears on Friday, July 15 is already close to being a sell-out.
A combination of excellent cricket from skipper Daryl Mitchell and his side and an attractive all-round matchday experience is paying dividends.
Worcestershire General Manager Jon Graham said: "In relation to sales to date, the one thing that is really different relates to the T20 Season Pass.
"We introduced it and the first year it went okay but wasn't fantastic. Last year was better and we did just under 200 and for 2016 we have sold over 400.
"It does represent really good value for money and £80 for seven group games and seeing a really good brand of cricket.
"Ticket sales have been really, really good for us. Usually the first few games are quite difficult because people are still watching other things, like the Premier League, and we are vying for people's air time and leisure time.
"The crowd last Friday against Northants, given that the weather was not great, given that England were playing the following day in their first Euro 2016 game against Russia, given there were a lot of things against us, was nearly 4,000 again which was excellent.
"We like to think we put on a decent show outside of cricket and the investment we are making in things like the food village has been really well received – and we've got a winning team.
"You haven't got one or two superstars that everyone looks to deliver every single game. If someone fails, someone else is at the front of the queue to say 'it will be me today' and that makes my job a lot easier if you've got that sort of dynamics in the team.
"Performance really helps but, with everything else we've done over the last couple of years, we are starting to get a reputation for providing exactly what it is, a really good night out.
"The advance ticket sales for today are again really good despite the game being slap bang in the middle of the European Football Championships.
"We are thankful that people still keep coming to see what we are about."
Graham has urged supporters to snap up tickets sooner rather than later if they want to watch the return clash with the Bears.
He said: "The Birmingham game, even though it is still a month away, we are very close to being sold out.
"The Watershed is already sold out and most of the corporate hospitality is pretty much gone.
"If people want to come to that, they need to act quickly because I reckon it will be sold out in the next week or so. There are hardly any tickets left – and they will go quick."