Seat Unique and Gloucestershire County Cricket Club have agreed a new four-year extension to their commercial partnership, continuing a relationship that first began in 2021.
The renewal follows what both parties described as a strong period of growth in hospitality and premium ticket sales, alongside wider increases in digital engagement at the club.
Seat Unique, a premium ticketing marketplace for sport, music and live events, has worked with Gloucestershire to market and sell official hospitality packages and enhanced matchday experiences.
It has been backed by many of England’s sporting stars, including Ben Stokes, Jofra Archer and Harry Kane.
Since 2023, around a third of Gloucestershire’s online orders have come from first-time customers who had previously booked through the platform
Across the full partnership period, the business has brought more than 1,600 online customers to Gloucestershire Cricket.
The club has also reported a sharp increase in digital activity, with total sessions up 121% since 2022.
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Demand for premium packages has continued to rise, with Gloucestershire saying it has already converted 90% of its available premium inventory into early sales for the upcoming England v India Men’s IT20 match, scheduled to take place at the Seat Unique Stadium next July.
“We’re delighted to continue our partnership with Gloucestershire Cricket,” said Robin Sherry, CEO and founder of Seat Unique.
“Since 2021, this collaboration has gone from strength to strength.
“Together, we’re redefining how fans access live sport and helping the club build deeper, longer-lasting relationships with supporters.”
Joe Kaniecki, head of partnerships at Gloucestershire Cricket, added: “Seat Unique have been an outstanding partner in helping us modernise how supporters engage with cricket at our ground.
“Their innovative platform has boosted both engagement and revenue and we’re thrilled to continue this journey together for another four years.
“The demand for premium seating and hospitality experiences at the Seat Unique Stadium continues to surge, with 90% of our premium inventory for our upcoming Men’s IT20 between England and India next July already sold.
“It’s a clear indication of fans’ appetite for elevated matchday experiences and a reflection of how Seat Unique’s technology continues to help us connect supporters with official hospitality.
“Together, we’re proud to be setting the standard as one of the most forward-thinking venues in English cricket.”
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