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Seat Unique, the UK’s leading premium experience platform and top-ranked in the Sifted 100: UK & Ireland 2024, has raised £14.5 million in an extended Series A funding round led by Nickleby Capital. This major investment cements Seat Unique’s position as a front-runner in the premium experience and hospitality market.
The experience economy is booming, with consumers increasingly choosing to spend on experiences rather than on material goods. Mastercard’s research from April 2024 reveals that 50% of British consumers plan to spend more on experiences this year compared to last, with 80% believing that spending on experiences is usually, or always, worthwhile. Additionally, 40% of those surveyed indicated that the uniqueness of an experience is a significant factor in their spending choices. Seat Unique is set to make a substantial impact in key areas such as travel, food, and live music, offering exclusive access to the finest live events.
Seat Unique is further solidifying its market position with backing from some of the UK’s most successful entrepreneurs. These industry veterans, who have led transformative changes in retail, technology, and finance, are now supporting Seat Unique’s vision to revolutionise the live events and experiential industry.
Richard Flint, Chairperson of Seat Unique, commented: “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.”
In addition to this, Seat Unique has attracted support from top sports personalities who are passionate about the power of live events and the need to deliver exceptional, authentic experiences to fans. This impressive group includes Dame Jessica Ennis-Hill, John Terry, Matt Dawson, Ben Stokes, Sam Warburton, and Stuart Broad, among others, all of whom see the platform’s potential to transform how fans interact with live sports and entertainment.
Seat Unique has also expanded its board of advisors with the addition of highly respected figures such as Alastair Lukies CBE, Dame Alison Rose, Sir Michael Lockett, Tim Griffin, and Damien O’Donohoe. They join existing board members Chairperson Richard Flint and Saav Shah of Nickleby Capital, bringing a wealth of experience that will be instrumental in guiding Seat Unique’s continued growth and innovation.
Robin Sherry, CEO and founder of Seat Unique, spoke about the successful fundraise: “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.”
Alastair Lukies CBE remarked: “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.”
Stuart Broad, the former England cricketer, added: “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.”
The funds raised will be channelled into further developing Seat Unique’s platform, extending its reach into new sectors, and enhancing the value delivered to both fans and rights holders. Seat Unique’s approach goes beyond just selling tickets; it is reshaping the entire live event experience. By harnessing advanced technology, Seat Unique is making it easier for fans to access unforgettable experiences, while providing rights holders with the tools to maximise both engagement and revenue.
