Durham Cricket has announced premium ticketing marketplace Seat Unique as its new stadium naming-rights partner on a three-year deal.

This means that the Riverside ground in Chester le Street will now be known as the Seat Unique Riverside with immediate effect.

Durham has worked with Seat Unique since 2021 when it was revealed that the company had become Durham’s official hospitality and premium ticketing partner.

Durham’s Chester le Street ground is the second naming-rights partnership for Seat Unique this year, with Bristol County Ground renamed as Seat Unique Stadium in March.

The Bristol venue underwent a rebrand with new Seat Unique Stadium signage adorning the front of the Bristol Pavilion, as well as being located at the entrances and other points around the ground.

Robin Sherry, chief executive and founder of Seat Unique, said: “We are delighted to be taking our partnership with Durham Cricket to the next level with this three-year commitment to stadium naming rights.

“Over the next three-years, Seat Unique Riverside will host a variety of exciting domestic and international cricket fixtures, as well as concerts. We are thrilled to be increasing fan access to premium experiences at these unmissable events.

“We look forward to working with the team at Durham Cricket and welcoming fans to the Seat Unique Riverside.”

Durham Cricket sales director Tom Seymour added: “On behalf of the club, we are delighted to have partnered with Seat Unique as our ground naming-rights partner. We have worked with Seat Unique for two seasons, completely transforming our digital processes as a club, hence further developing this relationship is fantastic news for both parties.

“Durham Cricket is an international sporting and events business so we couldn’t be happier to now be working more closely with such an innovative, exciting and fast-growing company like Seat Unique.”

It was also announced earlier this month that Seat Unique had teamed up with Lancashire Cricket to become an officer partner and official hospitality agent for the club and Emirates Old Trafford.

Seat Unique will power hospitality and premium match ticket sales for Lancashire Cricket and Emirates Old Trafford through its online sales platform.

The company will also become a front-of-shirt sponsor for Lancashire’s Royal London Cup campaign, with Seat Unique sponsoring the club’s 50-over competition kit starting from this summer.

Image: Seat Unique/Durham Cricket