The Welsh Rugby Union (WRU) and Seat Unique are to launch a new Supporter Exchange platform that seeks to enable safe, secure and guaranteed ticket exchanges between WRU supporters and clubs.

The platform, which will go live in time for Wales’s 2022 Six Nations Championship home games, gives ticket holders who are unable to attend Welsh rugby fixtures at the Principality Stadium the opportunity to re-sell their tickets in a legitimate, regulated and official way.

It also seeks to protect supporters who might otherwise look to buy tickets from unofficial sources, in breach of ticket terms and conditions, which could ultimately lead to refused entry at the turnstiles.  

Since October 2021, Seat Unique has exclusively powered Principality Stadium Experience online premium hospitality sales, with this relationship now extended to provide a regulated Supporter Exchange platform for Wales matches in Cardiff.

Rhodri Lewis, WRU commercial and legal director, said: “Seat Unique are providing an invaluable service to Welsh rugby as we seek to provide an official secondary marketplace for match tickets at Principality Stadium, keeping vital funds in the game in Wales and protecting supporters.

“Following the hugely successful digital transformation of our online hospitality experience – which has seen a tenfold increase in enquiries and bookings for hospitality services at Principality Stadium – Seat Unique will now exclusively power the WRU’s official Supporter Exchange.

“To help the WRU and Seat Unique maintain a trusted marketplace for buyers, all sellers must pass a two-step verification process.

“The Supporter Exchange will also protect supporters and help keep ticket proceeds in Welsh rugby.”  

If the seller does not pass the verification process, they cannot list tickets on the platform.

This process helps ensure all tickets available are 100 per cent official and tickets bought via the Supporter Exchange will have been purchased in accordance with the WRU’s ticket terms and conditions.

Once sold, tickets are then cancelled from the original seller and reissued to the buyer’s mobile/smartphone device through the Principality Stadium Ticketing app.

The app allows digital tickets to be delivered safely, securely and removes the need for supporters to wait for paper tickets to be sent by post.

The new Supporter Exchange offers a greater level of safety and flexibility when purchasing and selling tickets for matches. Another safeguard prevents verified ticket owners from posting multiple simultaneous listings for one ticket, meaning supporters can buy with confidence.

Robin Sherry, chief executive and founder of Seat Unique, said: “We are delighted to be working with the WRU to provide a safe space where a community of supporters can buy and sell tickets, without risk of illegitimate purchases.

“We want to help the foundations of the sport and are proud to have created a platform that keeps money in grassroots rugby, helping to develop clubs at a fundamental level.

“Seat Unique has always been dedicated to helping fans get greater access to live events, and we are thrilled to extend this further by increasing ticket availability for WRU games.”

For each transaction, a £1 donation will be shared equally between the WRU’s chosen charity, the Welsh Rugby Charitable Trust and Seat Unique’s charity partner, Royal British Legion Industries (RBLI).