Seat Unique, a London-based online platform connects fans with official hospitality packages and premium tickets for live events. The company just raised £14.5 million in extended Series A funding.
This round follows the recent investments in UK startups Cosine and VividQ.
Funds details
The round was led by Nickleby Capital alongside support from top sports stars, including Dame Jessica Ennis-Hill, John Terry, Matt Dawson, Ben Stokes, Sam Warburton, and Stuart Broad, to name a few.
The company intends to use the funds to further develop its platform, expand its reach into new sectors, and deliver value to both fans and rights holders.
Stuart Broad, former England Cricketer, said: “As someone who has experienced first-hand the incredible energy and connection that live events bring, I’m thrilled to support Seat Unique in their mission to connect fans with the best experiences. The booming experiential economy is all about creating unforgettable moments, and Seat Unique is leading the way by ensuring that fans can access these opportunities seamlessly. I’m excited to be part of this journey and to help bring more fans closer to the events they love.”
What challenge does it tackle?
Reportedly, from April 2024, 50% of British consumers are said to spend more on experiences compared to the previous year, with 80% affirming that spending on experiences is worth it. In addition, 40% of respondents indicated that the uniqueness of an experience is a key factor in their spending decisions.
Among the top priorities for Brits are travel, food, and live music. These are areas where Seat Unique is poised to make a significant impact by offering unparalleled access to the best live events. Its mission is to revolutionise the live events and experiential market.
What does the company do?
Founded by Robin Sherry, Seat Unique provides an online platform that connects fans with official hospitality packages and premium tickets for live events. The platform offers a secure and transparent environment where only authorised rights holders can sell tickets, ensuring that fans have guaranteed access to the events they love. The proprietary dynamic pricing software enables rights holders to optimise attendance, while fans benefit from a transparent and trustworthy purchasing experience of authentic, guaranteed inventory.
The platform has secured partnerships with over 60 major UK venues, clubs, and promoters, including Yorkshire Cricket, Jacksonville Jaguars UK, and Burnley FC.
The company has assembled a new advisory board which includes Dame Alison Rose, the former NatWest Group chief executive, and Alastair Lukies, the former fintech ambassador to the government.
Robin Sherry, CEO and founder of Seat Unique, commented on the successful fundraising initiative: “We are thrilled to have secured this additional investment, which not only reflects the robust market demand for our platform, but also the trust our investors have in our strategic direction. The addition of such distinguished figures to our group of board advisors is a testament to the impact we are making in the industry. This funding will allow us to continue enhancing our offering, ensuring that fans have unparalleled access to the best live experiences.”
Richard Flint; Seat Unique Chairperson shared: “The experience economy is rapidly becoming the backbone of the music industry, as fans increasingly seek out not just live performances, but unforgettable, one-of-a-kind experiences. Given the significance of these occasions, fans want to be certain that they are buying from a trusted and transparent company that only uses genuine sources. We are delighted with the recent growth that Seat Unique has seen, and the knowledge, connections and resources that these new investors bring will help us take advantage of the huge opportunities ahead of us.”
Alastair Lukies CBE added: “Seat Unique is not just redefining premium ticketing; it is transforming the broader experiential industry. By bridging the gap between rights holders and fans, Seat Unique is creating a more connected and engaging environment where live experiences are more accessible, memorable, and secure. I’m proud to support a platform that is setting new standards for how fans engage with live events.”
