Shantel
Key Takeaways:
- Seat Unique, the leading marketplace for premium live event tickets, has announced that the iconic Carnegie Pavilion and Media Centre at Headingley Stadium will now be named the Seat Unique Pavilion, signaling a new era of exceptional fan experiences.
- This development marks a significant milestone in Seat Unique’s partnership with Yorkshire County Cricket Club (CCC), which began in 2022. The extended agreement aims to expand the premium ticketing category within Headingley Stadium, providing fans with access to enhanced experiences.
- Yorkshire CCC sought Seat Unique’s assistance in attracting new audiences to their hospitality facilities, leveraging Seat Unique’s innovative technology and customer reach. The partnership has transformed the booking process, enabling fans to enjoy 24/7 online access to premium experiences and resulting in a remarkable 400% increase in online sales.
Elevating Fan Experiences
A notable achievement of the collaboration has been the successful launch of a new premium ticketing category within the stadium. Utilizing the Seat Unique platform, Yorkshire CCC has been able to dynamically price this exclusive seat category, offering fans a first-class experience while maximizing revenue. In its first season, Seat Unique’s dynamic pricing software generated an additional £500k in revenues for Yorkshire CCC. These funds have been utilized to lower entry-level ticket prices, enhance facilities within the ground, and invest back into grassroots cricket.
Other highlights of the partnership include an 80% increase in new customers purchasing premium tickets, with 45% of all sales occurring outside standard office hours.
The Seat Unique Pavilion will showcase Headingley Stadium’s exceptional hospitality facilities. Fans will have access to premium padded seats situated behind the bowler’s arm, providing an unparalleled view of the action. Additionally, a dedicated bar area will enhance the premium experience, enabling fans to enjoy cricket from the best seats in Headingley.
With the partnership extended until 2027, Seat Unique and Yorkshire CCC are demonstrating their shared commitment to providing fans with premium experiences. Seat Unique’s marketplace, which attracts over 300,000 fans monthly, will grant more supporters than ever before the opportunity to enjoy world-class cricket experiences.
Robin Sherry, CEO and Founder of Seat Unique, expressed excitement about the partnership’s success, stating, “The addition of the Seat Unique Pavilion to the premium ticketing offering at Headingley further exemplifies our commitment to opening up access to unparalleled fan experiences. Yorkshire Cricket has consistently shown their dedication to offering the best live experiences, investing in grassroots cricket, and attracting new audiences to the sport. We are delighted to have played a part in these efforts by providing Yorkshire with the tools and platform to maximize revenue and expand their customer reach.”
Stephen Vaughan, CEO for The Yorkshire County Cricket Club, shared his enthusiasm for the extended partnership, stating, “This extended partnership with a brilliant brand is an exciting step for Yorkshire. We are pleased to have Seat Unique alongside us as we continue to welcome everyone into our ground, enriching experiences for our members, supporters, communities, and teams.”
Tom Webster, a Business Development Manager for Yorkshire CCC, expressed sincere pride in the extended partnership, remarking, “Headingley has always been a ground like no other, and we look forward to welcoming more fans to enjoy our match day experiences.”
About Seat Unique
Seat Unique, launched shortly before the first national lockdown, has witnessed firsthand the post-Covid resurgence in demand for live experiences, particularly in the premium ticketing category. As the go-to destination for access to the best seats in the house, Seat Unique’s platform sees over 300,000 fans per month browsing for their next live event.
Seat Unique provides premium access to live events directly from the source, ensuring that only rightsholders (clubs, venues, promoters, authorized sellers) have permission to sell tickets on the platform. This guarantees access for fans and creates a safe and secure buying environment in an otherwise fragmented and untrusted offline market.
For rightsholders, Seat Unique returns control of premium inventory and hospitality to those who own it, attracting new audiences to traditionally corporate-exclusive sections of stadiums and venues. The platform also opens up new revenue streams through innovative and proprietary dynamic pricing software.
