Premium experiences platform Seat Unique has renewed its partnership with the London Stadium following a successful summer of live music in 2025.
Since first being named the official premium platform for the home stadium of West Ham United, the London-headquartered firm is said to have delivered ‘standout premium experiences’, including the creation of the Seat Unique Club, which hosted guests for numerous sold-out shows.
Across the summer of 2025, fans enjoyed premium experiences and hospitality through the company’s platform for shows such as Sam Fender and Iron Maiden.
The business, which is backed by a multitude of British sporting figures, has also confirmed that it has seen a positive start to sales for events taking place in the summer of 2026.
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“London Stadium is one of the UK’s most iconic live music venues, and we are proud to extend our role as the official premium platform,” said Robin Sherry, CEO and founder of Seat Unique.
“The Seat Unique Club proved to be an incredible addition this summer, welcoming guests across sold-out concerts from Sam Fender, Iron Maiden and more.
“This renewal is about building on that success and ensuring even more fans can enjoy unforgettable premium experiences at London Stadium.”
Gary Bell, commercial director at London Stadium, added: “The renewal of our relationship with Seat Unique reflects the strong results we have seen since working together.
“From the success of the Seat Unique Club to the increase in hospitality sales across this summer’s concerts, the impact on both our guests and our business has been hugely positive.
“We look forward to continuing to deliver world-class premium experiences with Seat Unique as our official premium platform.”
The renewal will cover the London Stadium’s upcoming summer concert series, including two nights of Metallica with more major artists set to be announced soon.
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