Premium ticketing platform Seat Unique has appointed Bethan Power as its first general counsel. 

With over a decade of legal and commercial experience in sports and more recently in technology, Bethan brings the expertise needed to support Seat Unique as it scales up in 2025. 

She joins Seat Unique from Leeds United FC, having been appointed as the club’s first Head of Legal, and her second role within English football.

Prior to this, Bethan was Senior Legal Counsel at HSBC, where she supported the bank’s technology operations, advising on large-scale, complex regulatory and commercial matters in the financial sector.

Previously, Bethan built her career at Manchester City FC which became City Football Group, where she was Managing Legal Counsel working across a global portfolio of football clubs. 

During a transformative decade in the club’s history, she played an integral role in driving the club’s success both on and off pitch, with a focus on brand growth, sponsorship and digital marketing in one of the world’s most commercially successful football organisations.

James Duffy, Chief Operating Officer at Seat Unique, said:

"Bethan’s experience negotiating high-stakes commercial agreements and working within complex regulatory environments will be a superb asset to Seat Unique as we continue to expand our partnerships with rightsholders and venues globally. We're delighted to have her on board."

Bethan Power, General Counsel at Seat Unique, said: 

“The two aspects of my career – sports and technology – fit naturally with the work I am involved in here at Seat Unique. At City Football Group in its most transformative decade I focused on driving brand growth and fan engagement, while my recent experience supporting HSBC’s mission to become a digital first bank will add value to the technology side of the Seat Unique business.

“Seat Unique is an innovative and vibrant organisation to be a part of, led by some inspirational founders. With a huge potential for continued growth as the premium market expands, it combines all the best that is sports, entertainment and technology. I’m thrilled to be joining at this exciting stage in Seat Unique’s journey.”

Welcome to the team, Bethan!

Q&A with Bethan Power

What attracted you to Seat Unique, and what excites you about this role?

Seat Unique is an innovative and vibrant organisation to be a part of, led by some inspirational founders. With a huge potential for continued growth as the premium market expands, it combines all the best that is sports, entertainment and technology. I’m thrilled to be joining at this exciting stage in Seat Unique’s journey.

What are your priorities as GC?

This year alone will see regulatory changes in the ticketing, consumer and technology landscape and my key priorities will be to deliver on Seat Unique’s continued dedication to connect fans with the best live experiences in a transparent, fair and ethical way.

How does your experience in football and digital services translate to the premium ticketing space and Seat Unique?

The two aspects of my career – sports and technology – fit naturally with the work I am involved in here at Seat Unique. On the one hand, my time at City Football Group in its most transformative decade focused on driving brand growth and fan engagement. I am aligned not only to how rightsholders operate but more importantly to what matters most to fans.

On the other hand, at its core, Seat Unique is a technology platform, and I hope my more recent experience supporting HSBC’s mission to become a digital first bank will add value to this side of the business.

Can you share any examples of high-profile sports deals you’ve worked on?

At Manchester City, I worked on numerous club sponsorship and first team player endorsement deals. There was always a thrill of seeing a partner displayed on LED at a match after I closed a sponsorship deal. 

Some of these deals included City’s biggest multi-club kit partnership with PUMA and its sponsorship deals with Nissan, Cisco and Socios to name a few. It was particularly special to work with the women’s team to see their commercial opportunities grow alongside their on-pitch success.

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 Jacksonville Jaguars UK.

Backed by high profile investors and ambassadors, including ASM Global, Matt Dawson, Richard Flint and Roderik Schlosser, Seat Unique has earned a reputation for innovation and excellence.

The company, which has seen revenue growth of more than 7,921% over the past four years, ranked 4th in the Sifted 100: UK & Ireland 2024 and 5th in the 2024 Deloitte UK Technology Fast 50. 

Seat Unique was founded in 2018 by Robin Sherry and Philippa Hicks to make premium and hospitality tickets for live events more accessible to fans. 

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