Seat Unique, a leading UK-based premium experience platform recently ranked first in the Sifted 100: UK & Ireland 2024, has successfully raised £14.5 million through an extended Series A funding round led by Nickleby Capital. This substantial investment further strengthens Seat Unique’s leadership in the premium experience and hospitality sector.
The experience economy is experiencing extraordinary growth, as consumers increasingly prioritise creating memories and moments over acquiring material possessions. According to Mastercard’s April 2024 research, half of British consumers are expected to spend more on experiences this year compared to 2023, with 80% affirming that investing in experiences is usually, or always, worth the cost. Moreover, 40% of respondents highlighted the uniqueness of an experience as a key determinant in their spending decisions. Seat Unique is well-positioned to make a significant impact in areas such as travel, food, and live music—categories that are top priorities for British consumers—by providing unrivalled access to the best live events.
Seat Unique continues to reinforce its market presence with the support of some of the UK’s most successful entrepreneurs. These industry pioneers, who have made significant transformations in sectors such as retail, technology, and finance, are now backing Seat Unique’s mission to revolutionise the live events and experiential markets.
Richard Flint, Chairperson of Seat Unique, remarked: “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.”
Furthermore, Seat Unique has earned the support of leading sports figures who share a deep commitment to the power of live events and the delivery of exceptional, authentic experiences to fans. This distinguished group includes Dame Jessica Ennis-Hill, John Terry, Matt Dawson, Ben Stokes, Sam Warburton, and Stuart Broad, among others, all of whom recognise the platform’s potential to redefine how fans engage with live sports and entertainment.
Seat Unique has also brought together an exceptional group of board advisors, including Alastair Lukies CBE, Dame Alison Rose, Sir Michael Lockett, Tim Griffin, and Damien O’Donohoe, to complement the expertise of existing board members Chairperson Richard Flint and Saav Shah of Nickleby Capital. This advisory group will play a critical role in guiding Seat Unique as it continues to grow and innovate within the industry.
Robin Sherry, CEO and founder of Seat Unique, commented on the successful fundraising: “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 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.”
Stuart Broad, former England cricketer, shared his support: “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 newly raised funds will be used to further develop Seat Unique’s platform, expand its presence into new sectors, and deliver even greater value to both fans and rights holders. Seat Unique’s focus extends beyond ticket sales, aiming to reshape how live events are experienced. By utilising cutting-edge technology, Seat Unique enables fans to enjoy seamless access to unforgettable moments while empowering rights holders with tools to maximise revenue and engagement.
