Insights

Get in touch

Redefining Premium Ticketing

The live-events industry is undergoing a seismic shift. Fans increasingly prioritise experiences over possessions, driving surging demand for premium access to sport, music, and culture. Yet ticketing remains fragmented, opaque, and often inaccessible. Seat Unique is changing that.

Founded by CEO Robin Sherry in 2018–2019, Seat Unique is a premium ticketing marketplace that connects fans directly with verified hospitality and VIP experiences. With partnerships across 60+ major UK venues and clubs, including Welsh Rugby, Burnley FC, and York Racecourse, the platform is rapidly becoming the go-to destination for unforgettable live moments.

What is Seat Unique?

Seat Unique provides a secure, tech-enabled platform for fans to discover and purchase premium tickets directly from rights holders. Its mobile-optimised site and newly launched app deliver real-time availability, dynamic pricing, and seamless checkout via Stripe, Apple Pay, and Google Pay.

Behind the scenes, Seat Unique integrates with major industry APIs that allow automated syncing and fulfilment, plus hospitality providers to ensure accurate inventory and delivery. Its seller tool and API-first architecture let clubs and venues manage listings, pricing, and ticket distribution with ease.

Seat Unique operates the official Welsh Rugby Supporter Exchange in partnership with Principality Stadium and the Welsh Rugby Union. This platform enables verified fans, clubs, and debenture holders to resell tickets in a secure, regulated environment. By keeping resale within the official ecosystem, the platform helps ensure tickets remain accessible to genuine supporters and that proceeds from resale stay within Welsh rugby, supporting the broader rugby community.

Why We Chose to Invest

The experience economy is booming: consumers consistently spend more on memorable events than on goods. Deloitte’s UK Technology Fast 50 recognised Seat Unique for rapid growth in this expanding sector.

Seat Unique is capitalising on the trend by offering fans guaranteed access to premium events in a trusted environment.

Official partnerships with top-tier clubs and venues drive strong renewal rates and consistent growth. Consistent wins with new logos as well as strong retention of existing clients shows Seat Unique have found clear product-market fit, and are well placed to capitalize on the booming experiences market.

Investing in Experience Equity

Seat Unique is more than a ticketing platform, it’s a movement toward equitable access to premium live events. By combining cutting-edge technology with deep industry partnerships, they’re reshaping how fans engage with culture and sport.

At Accelerate Ventures, we back founders who build for the future. Robin and the Seat Unique team have demonstrated an excellent ability to identify where the market is going and drive that change themselves, and we are excited to be part of their journey.

About Accelerate Ventures

We are a venture capital fund based in London specialising in the sports, culture and technology sectors. We invest in, support and accelerate the growth of start-ups in these spaces.

Founded in 2023, Accelerate Ventures is a London-based early-stage venture capital firm. With a focus on high-growth, product-led startups, the fund has backed six companies to date. Accelerate Ventures combines capital with strategic support, helping founders scale through deep sector expertise and a hands-on approach to growth.

Sources / Further Reading

• https://www.seatunique.com/
• https://welshrugbyticketexchange.seatunique.com/
• https://hospitality-yorkracecourse.seatunique.com/
• https://www.deloitte.co.uk/fast50/winners/2024/winner-profiles/seat-unique/
• https://www.newsfilecorp.com/release/170410/Seat-Unique-Leading-Premium-Ticket-Marketplace-Secures-7-Million-Pounds-Series-A-Investment-Led-by-Nickleby-Capital
• https://www.businessmanchester.co.uk/2023/06/16/seat-unique-secures-7m-series-a-investment-led-by-nickleby-capital-boosting-its-premium-ticketing-marketplace/
• https://www.theguardian.com/money/2025/may/17/controversial-dynamic-pricing-model-revealed-in-fa-cup-final-seat-sales
• https://www.fiaformulae.com/en/news/522041