Yorkshire Cricket sees sales uplift following Seat Unique partnership

Featured image credit: Will Palmer/ Courtesy of Seat Unique

Seat Unique has helped Yorkshire County Cricket Club to grow its revenue through an uplift in hospitality sales for first-time buyers. 

The premium ticketing company has said that after six months of working together, there has been a ‘significant uplift’ for Yorkshire Cricket.

In April, Seat Unique announced that it had teamed up with the club to power its hospitality and premium ticketing sales. Following the roll-out, Yorkshire Cricket has reported that 80% of the sales coming through the platform had been new buyers.

As part of the relationship, Seat Unique helped Yorkshire to digitally transform the customer journey for fans wishing to book premium experiences at Headingley Stadium. Fans are now able to purchase premium tickets and hospitality at any time, year-round.

Yorkshire’s focus was to increase revenue through online sales, while offering customers an enhanced experience. Being able to purchase hospitality and premium tickets at any time through the Seat Unique platform also saw an increased number of sales fall outside of office hours. Some 45% of all sales happened during these hours.

Simon Pixsley, head of commercial sales and partnerships at Yorkshire Cricket, said: “The club believes that it has seen an 80% uplift in new business purchasing tickets through the Seat Unique platform.

“The improved customer experience will hopefully ensure that the club has higher retention rates in 2023, and offer opportunities to cross-sell other premium experience packages.”

Robin Sherry, chief executive and founder of Seat Unique added: “We’re absolutely delighted to be helping a club of Yorkshire Cricket’s calibre achieve half a million in additional revenue.

“At Seat Unique, we are working to expand our premium ticket and hospitality offering, in order to make even more luxury experiences accessible to fans. In partnering with Yorkshire Cricket, its supporters will be able to access premium experiences at their favourite events anytime and anywhere.”