Seat Unique has been the official premium ticketing partner of the Jacksonville Jaguars UK since May 2023 and recently extended its partnership for the 2025 season.

Through the collaboration, Seat Unique curated exclusive premium ticket and hospitality packages, improving the game-day fan experience and giving superfans unprecedented access to their favourite team.

Highlights included:

  • Arc hospitality lounge: A first-class, 450-person Jacksonville Jaguars-themed lounge featuring live entertainment, appearances from former players, and appearances by the Jaguars Cheerleading squad.
  • Shadows experience: An exclusive opportunity for 200 fans to get up close to the players as the team walks out through the Wembley Stadium tunnel before kickoff.
  • Tailgate activation: A Seat Unique-branded area within the fan zone outside the stadium, featuring a ‘quarterback challenge’ game and a competition to win tickets to the 2025 game.
  • ‘Money can’t buy’ experience: A special charity experience for a young fan and his father. He was taken onto the pitch for the coin toss with the players and a fistbump with his favourite player, quarterback Trevor Lawrence. It also included full hospitality in the Arc Lounge, a signed shirt and a shoutout during the game. 
  • Surprise and delight giveaways: Free bucket hats and signed t-shirts distributed at the Tailgate activation and Arc lounge.

The impact of these premium experiences was evident in record-breaking attendance numbers at Wembley Stadium, where 86,651 fans watched the Jaguars defeat the New England Patriots last season.

With another Jaguars game scheduled in London for 2025, both Seat Unique and the team are expecting even higher demand. The Jaguars will return to Wembley as part of their commitment to playing in the UK, marking their 14th game in the capital, and the 11th at Wembley Stadium.

Robin Sherry, Founder and CEO, Seat Unique, said:

“The NFL’s popularity in the UK just keeps growing, and it’s amazing to see London firmly established as a long-term home for the sport. These games continue to fuel year-round excitement and fan engagement. The fact this season will feature the 40th game based in London speaks volumes.

“Last year was hugely successful, and with only one Jags game in London this year, we’re expecting demand to soar again in 2025. Fans want to get as close to the action as possible, and that’s exactly what Seat Unique will continue to deliver with experiences like our Shadows package.

“The success of these international games shows just how global the NFL has become, and we’re proud to play a part in connecting fans with the best the league and Seat Unique have to offer.”

Henry Birch, Head of Sponsorship, Jacksonville Jaguars UK said:

“We are proud to play a leading role in the growth of the NFL across the UK. This data shows how much our fanbase has grown, not just here but across the rest of Europe! Over the years, we’ve seen demand for premium experiences skyrocket as more established fans look for deeper and more immersive experiences in the game. 

“Partnering with Seat Unique has allowed us to offer unforgettable moments like the ARC Lounge and Shadows experience, bringing our fans even closer to the action and fostering deeper connections to the game and the Team. 

“With the Jaguars returning to Wembley for 2025, we anticipate an unmatched atmosphere and another record-breaking season of support from our UK and international fans. All with Seat Unique at the forefront of providing premium hospitality offerings to our fans.”

Seat Unique X NFL Data Insights

The appetite for NFL games in the UK is soaring, with a rise in premium ticket sales contributing to a record-breaking attendance figure last year. Data from premium ticketing platform Seat Unique and the Jacksonville Jaguars UK has highlighted the higher demand, and shows the growing popularity of American football among British fans.

Premium ticket sales rise

There is an increasing desire for premium fan experiences at the NFL Games in London. From May to July 2024, Seat Unique recorded a 50.6% increase in total premium and hospitality NFL ticket sales, compared to the same period in 2023.

In the UK alone, Seat Unique has also seen a 127.6% increase in UK customers purchasing London NFL tickets through Seat Unique between 2023 and 2024.

Demand for Jacksonville Jaguars games was particularly strong, with a 55.4% rise in premium and hospitality ticket sales, from May to July 2024 compared to the same period in 2023.

International reach 

The London NFL games attract visitors from around the world. According to the Jaguars, one in four attendees at Wembley last season travelled from outside the UK.

In 2024, 40% of fans purchasing London NFL tickets through Seat Unique came from overseas, with strong demand from the US, Germany and even South Africa. The huge international interest shows Seat Unique’s growing influence in connecting fans to live events on a global scale.

Reaching more fans through targeted marketing 

Seat Unique drives reach by connecting fans worldwide through multiple channels. During the 2024 NFL campaign, its marketing efforts boosted brand awareness and grew consumer engagement. The company:

  • Served 2.3 million ad impressions
  • Drove 72,000 clicks
  • Reached over 640,000 unique users

About Jacksonville Jaguars

The Jacksonville Jaguars are a professional football team based in Jacksonville, Florida. They joined the NFL as an expansion team in 1995.

The Jaguars have made London a second home, captivating the city with their electrifying performances since 2013. Led by owner Shahid Khan, the team has been committed to bringing the best of American football to the UK audience.

In 2025 the Jaguars will be back in the beating heart of the UK to compete at Wembley in the NFL International Series. Once again, showcasing their dedication to providing an unforgettable experience for Jaguars fans in London.

About Seat Unique 

Seat Unique is a trusted platform that connects fans with official premium tickets and hospitality packages for live events. By collaborating directly with rights holders, the company guarantees exclusive access to the best experiences across sports, music and theatre. 

Seat Unique works with iconic venues like London’s Wembley Stadium and the Co-op Live in Manchester, as well as top clubs and promoters such as Yorkshire County Cricket Club and Tottenham Hotspur FC. 

Backed by high profile investors and ambassadors, including Matt Dawson, Richard Flint and Roderik Schlosser, Seat Unique has seen revenue growth of more than 7,921% over the past four years. It was ranked 4th in the Sifted 100: UK & Ireland 2024 and 5th in the 2024 Deloitte UK Technology Fast 50. 

For more information, please visit www.seatunique.com or contact [email protected].