Joe GallopSeat Unique, a London-based premium experience platform offering VIP tickets and hospitality packages for sports, music and cultural events, has raised $19.1 million (£14.5 million) in an extended Series A funding round led by Nickleby Capital.
This latest funding builds on the company’s initial $9 million raise last summer. The round also saw participation from notable investors, including Richard Flint, LADBible Group board member and former Sky Bet CEO, and Simon Murphy, TFO Group founder and serial investor.
Richard Flint highlighted the growing demand for exclusive experiences: “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.”
Seat Unique has attracted investment from high-profile athletes including footballer John Terry, rugby players Matt Dawson and Sam Warburton, cricketers Ben Stokes and Stuart Broad, and Olympic champion Jessica Ennis-Hill.
With a network of over 60 UK venues and partnerships with clubs like Yorkshire Cricket and Burnley FC, Seat Unique offers premium seating and hospitality for events including next month’s England vs. Finland match at Wembley Stadium and WWE Live events across Newcastle and Manchester. In the music arena, the platform provides VIP access for artists like Billie Eilish, Taylor Swift and Oasis.
Seat Unique CEO Robin Sherry said, “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.”
Seat Unique’s proprietary dynamic pricing software adjusts ticket prices in real time based on demand. It said the new capital will support the platform’s expansion into new sectors and its technology development.
In April, Seat Unique secured investment from The Players Fund, the UK’s first athlete-led venture capital firm. The latest funding follows significant investments in the ticketing sector, including TickPick’s $250 million investment from Brighton Park Capital and DICE’s recent funding rounds.