Sport
The Seat Unique team. Photo: Seat Unique.
Published: January 23, 2025 | Updated: 23rd January 2025
Utilita Bowl in Southampton has invested in national ticketing firm Seat Unique as the two renew their partnership for another five years.
Online hospitality sales for Hampshire Cricket, who play their home games at Utilita Bowl, grew 65 per cent last year thanks to the help of Seat Unique – with almost a quarter of general admission buyers upgrading their tickets to premium.
The investment will see the introduction of the Seat Unique Roof Terrace, offering a premium experience for up to 400 spectators sat directly behind the bowler.
Seat Unique is also backed by investment group 4CAST, founded by England cricketers Ben Stokes, Stuart Broad, Jofra Archer and Jos Buttler.
Robin Sherry, founder and CEO of Seat Unique, said: “Having Hampshire Cricket now as both a partner and an investor highlights the strength of our relationship and the value that Hampshire and many of our other partners are seeing from our global distribution platform.
“By renewing and extending our partnership with Utilita Bowl, we can continue to drive premium and hospitality sales while delivering amazing experiences for cricket fans across the world.”
Tom James, head of sales and commercial partnerships at Utilita Bowl, added: “Our partnership with Seat Unique has evolved considerably since 2020, and the spirit of innovation they’ve always held aligns with our values here at Utilita Bowl.
“We’re extremely excited about the next chapter in our journey together and the introduction of the Seat Unique Roof Terrace.
“We look forward to delivering enhanced fan experiences through Seat Unique for many years to come.”
Hampshire Sport & Leisure Holdings Group – the company behind Utilita Bowl – was acquired last year by Indian investors GMR Group, which also co-owns Indian Premier League team Delhi Capitals.
