The investment follows Seat Unique’s series of high-profile sports partnerships.

Seat Unique, the innovative premium ticketing and hospitality platform, has secured investment from The Players Fund, the UK’s first athlete-led venture capital firm. Founded by a group of elite sportspeople including Ben Stokes, Dame Jessica Ennis-Hill and Chris Smalling The Players Fund is dedicated to connecting the world of sports with the realm of startups, bridging the gap between athletes’ off-field lives and entrepreneurial endeavours.

The Players Fund’s investment in Seat Unique opens doors for athlete investors to participate in one of Europe's fastest-growing startups. Recently ranked as the fourth fastest-growing tech startup based on revenue growth in Sifted’s 100: UK & Ireland in 2024, Seat Unique has solidified its position as a leading platform in the premium ticketing industry.

The funding comes on the heels of Seat Unique's series of high-profile partnerships across the sports and live event spaces, including collaborations with Burnley FC, York Racecourse, Jacksonville Jaguars UK and Lancashire Cricket. The premium ticketing marketplace also boasts renowned brand ambassadors such as Stuart Broad, Sam Warburton, George North, and Lauren Bell, alongside notable investors Sir Clive Woodward and Chris Kamara MBE.

With partnerships in over 60 major UK venues, clubs, and promoters, including Welsh Rugby, Watford FC and Saracens Rugby, Seat Unique is at the forefront of fuelling the experience economy and creating unforgettable memories for fans.

Founded in 2019 by CEO Robin Sherry, Seat Unique provides fans unparalleled access to premium tickets and hospitality for live events across the UK. Seamlessly blending technology and addressing the key challenges associated with ticket access, Seat Unique connects venues, clubs, promoters, and fans in a safe, secure, and guaranteed online space.

Robin Sherry, CEO of Seat Unique, said: “This investment from The Players Fund signifies an exciting new chapter for Seat Unique as we expand our reach to wider audiences. One of the key advantages of this partnership is the access to The Players Fund's extensive athlete network. With their support, we can work closely with renowned athletes to increase brand visibility and promote the unique experiences available on our platform.”

Sherry added, “The funding from The Players Fund highlights the continued boom we’re seeing in the experience economy, where the demand for live experiences continues to soar. We are confident this partnership will allow us to tap into new markets and provide unparalleled experiences for fans, and  offers an exciting opportunity for The Players Fund’s athlete investors.”

Ruari Bell, Managing Partner at The Players Fund said: "We are proud to announce our investment into Seat Unique and join their team of experts as they bring an innovative approach to premium hospitality. Seat Unique's explosive growth, marquee partnerships, and soaring revenues in such a short period of time have been truly remarkable."

"By leveraging our extensive network of prominent athletes and investors across the UK, Europe, the USA, India and other key markets, The Players Fund is ideally positioned to accelerate Seat Unique's remarkable growth trajectory. We are confident that our relationships will help unlock partnerships with leading venues and sports organisations worldwide, solidifying Seat Unique as an industry leader."

About Seat Unique:

Seat Unique is pioneering a revolution in the ticketing and hospitality industry. By seamlessly blending technology and addressing the key challenges of accessing tickets, Seat Unique provides access to unforgettable experiences for fans and unrivalled revenue opportunities for rightsholders.

To understand how Seat Unique can help drive new customers for your premium ticket and hospitality offering, please email [email protected] and join the ever-growing community of partners benefiting from Seat Unique’s innovative technology and services.

Press contact: [email protected]

About The Players Fund:

The Players Fund, the UK’s first athlete-led venture capital firm, is a globally trusted outlet for athletes to participate in venture capital. The Players Fund has been co-investing in desirable startups alongside top VC firms, whilst adding tangible value through their athlete network. Built by athletes, for athletes, The Players Fund has been disrupting the fragmented landscape of athlete investment and continues to work alongside some of the largest international athletes.