15 January 2025 - England rugby legend Matt Dawson will take on a new role as business advisor at Seat Unique, starting this year.
In his new position, the Seat Unique supporter and investor will strengthen the company’s relationships with existing partners and attract more of the most sought-after clubs and venues.
Former scrum-half Dawson will use his experience and connections to provide a strategic vision, win new deals and grow Seat Unique’s catalogue of premium sports, music and cultural experiences.
Dawson, who was part of the England team that won the World Cup in 2003, said:
“I’ve really enjoyed being involved with Seat Unique so far. I love the business, and this role feels like the perfect fit for my network and skill set.
“There is no better time to be joining, as fans are increasingly demanding more from live sports. They are craving exclusive access and unmatched premium experiences at the world’s top events - and Seat Unique delivers on that better than anybody else in the industry.
“While my career has changed since my days as a rugby player, my love for live sports remains as strong as ever. I see this new role as an exciting opportunity to help clubs thrive and grow in partnership with Seat Unique, and I can’t wait to get started.”
Robin Sherry, founder and CEO at Seat Unique, said:
“Matt’s decision to take on a more hands-on role with us is a huge win for Seat Unique. His energy and enthusiasm for driving growth in sports clubs has been incredibly valuable, and we’re excited to see how this expanded role will continue to fuel our growth.”
Dawson will continue to play a role in shaping Seat Unique's long-term growth. He will also help the company find new market opportunities and cement its reputation as a trusted distribution platform within the exploding live entertainment sector.
Pent-up demand from the pandemic has fuelled a rise in spending on special experiences, according to research by Barclays. And Mastercard recently found that sports and music fans - especially Millennials and Gen Z - are increasingly prioritising unique, immersive and high-value activities over material goods.
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