Max SteventonSeat Unique has been appointed the official hospitality and VIP partner for AEG Presents in the UK under a new five-year exclusive partnership covering the promoter’s UK touring programme.
The partnership will allow fans to book official hospitality and VIP packages for AEG Presents shows through the Seat Unique platform. Details of the first tours and packages available through the partnership will be announced at a later date.
AEG Presents’ UK touring portfolio has included artists such as Taylor Swift, The Rolling Stones, Justin Bieber and Zach Bryan.
The partnership follows Seat Unique’s existing work with AEG, including partnerships with American Express presents BST Hyde Park and American Express presents Roundhay Festival. More than 7,000 fans have used the Seat Unique VIP Terrace at BST Hyde Park and the Seat Unique Club at Roundhay Festival since the partnerships began.
Seat Unique was also recently named the official online sales platform for UEFA Euro 2028 hospitality packages, which will be staged across the UK and Ireland including venues such as Wembley Stadium (cap. 90,000), Villa Park (cap. 43,000) and St James’ Park (cap. 52,000).
“This partnership marks an important step forward for how fans access premium live music in the UK,” said Seat Unique founder and CEO Robin Sherry. “AEG Presents brings some of the biggest stadium and arena tours in the world to the UK every year, and we’re proud to give fans access to all of it, in one place. Music is one of the fastest growing categories within live events and we’re excited to continue growing in that space with AEG Presents.”
AEG Presents UK and European Festivals CEO Jim King said, “We have worked with Seat Unique across a number of our festivals and so I’m very pleased we can now expand that partnership. Everything we do at AEG Presents is about giving the best possible choices and experience to fans and then delivering the best possible commercial outcome to our artists.”