Robin Sherry knows the pain of trying to secure premium tickets all too well.
After a lengthy and frustratingly manual process to see Adele live, the former corporate hospitality exec realised that millions of fans would pay for better experiences – if only the process to access them was simpler, faster and more transparent.
That frustration became the spark for Seat Unique, the digital marketplace aiming to revolutionise how fans access hospitality tickets for live sport, music and cultural events.
“We launched in 2019, right before Covid hit,” said Sherry, who co-founded the platform with his now-wife Philippa Hicks in 2018.
“It was a massive challenge, but with great investors behind us – including some high-profile athletes – we pushed through.”
And push through they did. Today, the London-based firm is one of the fastest-growing consumer tech companies in Europe, offering official premium access directly from clubs, venues and promoters.
With over £50m in sales last year and on track to double that in 2025, the company is on its way to reshape the UK’s booming experience economy.
Backing from the best
It became noticeable that the company was receiving backing from numerous global sporting superstars.
Harry Kane, Ben Stokes, Stuart Broad, Sam Warburton, Lauren Bell and Matt Dawson have all backed Seat Unique, with the company also securing partnerships with iconic sporting venues including the London Stadium and the Utilita Bowl.
This level of backing from such high-profile figures has been somewhat of a game-changer.
“In the early days of Seat Unique, securing our first partners and customers was challenging,” Sherry told BusinessCloud.
“Our platform is a two-sided marketplace with a buy and supply side, and, like all marketplaces of this nature, getting the flywheel spinning from a standing start is tough.
“The endorsement of high-profile athletes helped us secure key early partnerships, which in turn gave fans and venues the confidence to come on board.
“Given the scepticism around the ticketing industry right now, having recognisable, respected athletes backing our mission sends a powerful signal that Seat Unique is committed to creating a trusted platform.”
The bigger picture
With over 80 employees across offices in London, Manchester, Poland and Portugal, Seat Unique’s growth is now undeniable.
The company added 23 new partners in 2024 alone, including Burnley FC – who saw online hospitality sales jump from 1% to 60% – and Yorkshire Cricket, where premium sales at Headingley soared by 400%.
And it’s not just sports. Music and cultural events are now key pillars, with the company making inroads across Premier League clubs, international venues and even the F1 circuit in Monza.
Sherry sees the shift toward premium experiences as more than a trend – it’s a full-blown economic transformation.
“Barclays data shows that entertainment spending grew by double digits in late 2024, even as essential spending took a hit. Businesses involved in the experience economy now contribute some £134bn to the UK economy.
“Within that, premium ticketing is growing at a 14% CAGR, according to Seat Unique data, driven by demand for premium experiences across music, sport and live entertainment.”
The Seat Unique Club
The firm has also unveiled the Seat Unique Club, giving fans access to elevated hospitality experiences.
These are first-class spaces designed to offer fans exclusive access to curated hospitality experiences while showcasing the Seat Unique brand.
Looking ahead, the company is focused on signing more partners, expanding its inventory and increasing customer acquisition.
Sherry added: “International growth is also high on the agenda. One in five of our bookings already comes from overseas, so we’re actively exploring further European expansion, both in terms of acquiring new event inventory and serving more international customers.
“There is enormous potential in emerging technology. AI-driven personalisation could transform how fans discover and book experiences, and immersive technologies like virtual reality and augmented reality are already reinventing the live event experience.
“Seat Unique’s newly formed Special Projects team has already started experimenting with virtual venue tours of hospitality areas and virtual reality add-ons to live experiences.”
The future of the experience economy
The CEO says consumers are increasingly prioritising memorable, one-of-a-kind experiences.
“The experience economy has always existed, but it is now taking centre stage as a new form of luxury,” he explained.
“What’s undeniable is the power of live events, how deeply they resonate, how difficult they can be to access, and how much value people place on being able to say: ‘I was there.’
“The live events and ticketing industry is undergoing its biggest transformation in over two decades, driven by booming demand and the ‘premiumisation’ of the live experience.
“If you’re thinking of launching a business centred around the experience economy, there’s never been a more exciting time. It’s now or never.”