London-based live events hospitality ticketing start-up Seat Unique has appointed England rugby legend Clive Woodward as board advisor.

In his new position, Woodward will take up an advisory role offering strategic input to the management team. As well as coaching England to their Rugby World Cup win in 2003, Woodward has 18 years of experience in the technology sector, having founded a computer leasing company. He also has extensive consultancy experience supporting teams and organisations in setting strategy.

Seat Unique provides an online platform that offers and promotes official premium tickets to live events, which have been supplied directly by the venues and clubs themselves and have set prices.

Woodward said: “When building a company the most important thing is to know where you’re going. Seat Unique has a very clear purpose and exciting vision – to open up the premium live experience market, experiences that previously felt out of reach for many fans. As Seat Unique only work direct with venues and rights holders’ the experiences on offer are also guaranteed.

“I’m delighted to be advising the board and helping them where I can to achieve their ambition and bring timely changes to the hospitality market – changes that will benefit both rights holders, and the fans.”

The start-up has also announced investment from Oliver Shaw, the former chief commercial officer of IRIS Group.

Shaw said: “Seat Unique’s software is a truly innovative product in an exciting market. The growth of the experience economy shows it is a great time to use technology to increase fan access to luxury live events. Previously fans may have thought this type of experience was restricted to large corporate customers so it will also help the hospitality industry reach a new audience. I’m delighted to be supporting a company using software solutions to bridge the gap between fans and premium live experiences.”

Robin Sherry, chief executive and founder of Seat Unique, added: “As Clive famously says ‘great teams are made of great individuals’ and we’re incredibly proud to have him on board to help grow Seat Unique. Clive has a true passion for the industry and his expertise and connections will be invaluable.

“We’re also thrilled to welcome Oliver, who brings with him a wealth of knowledge and experience in the technology sector. With Oliver’s guidance and backing of Seat Unique’s software, we’re confident that we can continue to drive growth and provide our customers with first star class service.

“Through this team 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. 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.”

Seat Unique’s current partners include the Premier League’s Manchester City and Watford, as well as Scottish Rugby Hospitality.