Seat Unique has added to its portfolio of sports team partners after linking up with English Football League club Leyton Orient FC.

The premium ticketing marketplace will exclusively power the club’s hospitality and premium sales for all home fixtures at The Breyer Group Stadium in a three-year deal.

After growing its brand partnerships with six domestic cricket clubs, this marks Seat Unique’s first football partnership deal. Seat Unique is also a proud partner of Leyton Orient’s home shirt charity partner for the 2021/22 season, the Tommy Club of the Royal British Legion Industries (RBLI).

Robin Sherry, CEO and Founder at Seat Unique, said: “I am delighted to welcome Leyton Orient onboard as our first football partner. With the steady return of live events, this is a very exciting time to be working with the club. I look forward to football and music fans using our technology to access Leyton Orient’s premium experiences.”

Using Seat Unique’s innovative software will allow Leyton Orient to digitally transform the process of buying VIP matchday experiences. Bringing bookings online will significantly improve the customer experience, enabling fans to purchase packages and tickets anywhere and anytime.

The software allows Leyton Orient to manage its hospitality inventory in one user-friendly interface, all of which can be accessed by fans in real-time via the Seat Unique platform. Not only does this increase fan access to premium experiences, but it also gives the club greater flexibility and control over its hospitality sales.

Seat Unique have recently launched a new premium ticketing category to help clubs expand their hospitality offering. The new category sits between standard tickets and hospitality, helping fans access premium seats without the added cost of luxury extras.

The premium ticketing marketplace is already helping a number of clubs open up VIP matchday experiences in this way including Manchester United, Leeds United and Tottenham Hotspur.

Josh Stephens, head of commercial at Leyton Orient, said: ““We are delighted to bring Seat Unique into the O’s family. Seat Unique already have a connection with the Club via our home shirt charity partner Tommy Club and we are grateful that this opportunity to work together has presented itself.

“We know that some fans will still want to book directly through the traditional ways and that will still be available, but we equally appreciate in today’s busy world that people want to have access to purchasing hospitality 24/7. Through this partnership our fans will now have that opportunity.”