Ticketing and hospitality platform Seat Unique has secured investment from The Players Fund, the UK’s first athlete-led venture capital firm.
The Players Fund, founded by a group of sportspeople including Ben Stokes, Dame Jessica Ennis-Hill and Stuart Broad, aims to connect the world of sports with the realm of startups.
Seat Unique was recently ranked as the fourth fastest-growing tech startup based on revenue growth in Sifted’s 100: UK & Ireland in 2024.
Founded in 2019 by CEO Robin Sherry, Seat Unique has partnerships with more than 60 major UK venues, clubs, and promoters, including Welsh Rugby, Watford FC and Saracens Rugby.
The funding follows Seat Unique’s partnerships with Burnley FC, York Racecourse, Jacksonville Jaguars UK and Lancashire Cricket. The company’s brand ambassadors also include Sam Warburton, Chris Smalling, George North and Lauren Bell, alongside investors Sir Clive Woodward and Chris Kamara MBE.
Sherry said: “The funding 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: “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.”
