Seat Unique is expanding its UK footprint with the opening of a new office in Manchester, to capitalise on the booming northern economy, its cultural scene and a soaring demand for premium live experiences in the region.

Located in the centre of Manchester city - just moments from St Peter’s Square - the new office will head up Seat Unique’s operations across North England. The Manchester team will drive business development, strengthening relationships with local partners to give fans access to more live events.

The team will also help Seat Unique strike more partnership deals with rightsholders in the region and across the North, as well as provide a direct link to the company’s national operations based in London.

Robin Sherry, founder and CEO of Seat Unique, said:

“Manchester’s fast-growing economy and buzzing energy makes the city a magnet for innovation and creativity. Now, with a dedicated presence in Manchester, we’re making a commitment to the North of England, which is home to a community of people who share our hunger for unforgettable experiences.

“We know there is also a huge opportunity for sports clubs and large venues to grow alongside the ever-increasing demand for live experiences. There’s a lot to do but we’re excited to kick things off with a launch party in true Manchester (and Seat Unique!) style.”

Seat Unique, which recently ranked 4th in Sifted’s UK and Ireland 100 and 5th in Deloitte’s Fast 50, joins a growing cohort of tech companies and startups flocking to Manchester, one of the UK’s fastest-growing cities. 

According to EY’s 2024 Regional Economic Forecast, Manchester’s economy is set to grow by an average of 2.2% annually between 2024 and 2027, outpacing the national average. By 2027, the city’s local economy is expected to expand by over £2.4 billion, driven by its burgeoning tech sector. 

The city’s booming live event infrastructure is a catalyst for this growth. The 23,500-capacity Co-op Live venue opened its doors in April 2024, and the AO Arena’s recent redevelopment cemented Manchester’s reputation as a global music hotspot. This year, Premier League champions Manchester City are expanding the Etihad Stadium to a 61,000-capacity arena.

James Duffy, COO of Seat Unique, said:

“In 2024, Seat Unique saw an 89% year-on-year increase in premium ticket and hospitality package sales from major cities in the North, including Manchester, Liverpool, York and Newcastle. Across all its locations last year, Seat Unique sales were up 74% compared to 2023. 

“Despite economic uncertainty, the growth of the northern experience economy has helped Manchester blossom into the economic powerhouse it is today. There’s an undeniable enthusiasm for premium tickets that transform a regular event into something truly memorable. Seat Unique’s expansion will firmly put us on the map in Manchester’s live event scene, and we look forward to contributing to the city’s growth.”  

Seat Unique already has an extensive network of partners across the UK, including with stadiums, arenas and sports teams in major northern cities like Liverpool, Sheffield, Leeds, Newcastle and York. 

Existing relationships with venues such as Co-op Live and AO Arena, and clubs like Lancashire Cricket, Sale Sharks and Salford City FC have already proven the potential of the region. For example, the company’s targeted efforts for Burnley FC drove premium and hospitality sales from just 1% to 60% in under a year.

Richard Flint, Seat Unique chairman and investor, added: 

“Manchester has incredible momentum right now, with an ever-growing appetite for live experiences, strong investor interest and a great pool of local talent across the North. Opening a second office here lets Seat Unique tap into this energy and become the go-to place for fans to access premium live experiences.”