Premium hospitality startup Seat Unique launches

Mark Johnson's picture
by Mark Johnson

Seat Unique, a new London tech start-up, which offers premium hospitality experiences at sports and events venues, has launched today. 

The new online platform, which claims to already be working with some of the biggest sports clubs in the world, aims to increase fan access to premium hospitality experiences and empower sports teams, venues and right holders by giving them greater flexibility and control over their tickets and live experiences.

Hospitality myths

“The corporate hospitality market suffers from an ‘image problem’,” the company said. “There is a perception that hospitality packages are reserved for corporate excursions and the ultra-rich only. This is not the case.” 

The company adds that under-investment in technology means fans who are looking to buy hospitality experiences often face legacy booking systems which aren’t operating at times when they’re looking to buy tickets. 

The availability of tickets through unofficial sources puts fans at risk of missing out on live experiences.

 Working with brands

Seat Unique addresses these issues by working only with brands and rights holders. Using Seat Unique’s software, rights holders can manage their ticket inventory in one user-friendly interface. 

The product handles everything from event setup and pricing through to adding one-off hospitality experiences. 

Seat Unique said its software gives sellers the flexibility and control to maximise sales opportunities and drive greater customer engagement.

Premium ideas: CEO Sherry launched online platform in London

All of this information is then displayed to fans in real-time on the Seat Unique platform, which can be accessed 24 hours a day.

The company was founded by Robin Sherry, who has over 13 years of experience working in the live events industry and has the backing of a stellar team of investors and advisors. 

The team includes Ashley Friedlein, President of Econsultancy and founder of the pioneering professional messaging app, Guild, and Ewen Sturgeon, Europe and South African CEO of Wunderman Thompson. 

Ewen was previously chief operating officer of Publicis.

 “We’re making it possible for fans to purchase premium tickets direct, at any time of the day, from the official source, the rights holders” said Sherry. 

“This not only opens up fan access to experiences they previously didn’t know were available to them, but venues and clubs can now offer tickets up to the day of the event – something we know fans want.

“Our innovative approach gives rights holders control over their inventory, ensuring that revenue generated from tickets goes directly to them. 

“For fans, this means more investment in talent and stadiums to create the best possible live experiences.

“We know that fans are seeking more than just a ticket to a game or concert. 

“They're looking for a personalised experience and we’re meeting this demand.”

Ewen Sturgeon, CEO Wunderman Thompson said, “I’m delighted to have invested in and joined the talented and experienced Seat Unique team at this very early stage in their journey. 

“I’m extremely excited to be involved in such an innovative company that is modernising the corporate hospitality industry through technology.”

See all the winners from the Prolific London Awards

The inaugural event championed creative brilliance from across the capital