Seat Unique secures first golf deal and renews Yorkshire Cricket partnership

Featured image credit: Seat Unique

Premium marketplace Seat Unique has secured its first-ever golf agreement with DP World Tour and has also renewed its partnership with Yorkshire County Cricket Club.

Golf fans are now able to purchase official premium experience packages for the BMW PGA Championship, the Genesis Scottish Open and the Betfred British Masters through Seat Unique’s online platform. 

Matt Leek, premium sales director at DP World Tour, said: “We are pleased to be working with Seat Unique and looking forward to the mutual benefits of their extended reach. It’s really positive to be unearthing new customers to attend and sample our fantastic Premium Experience offerings at the Genesis Scottish Open, BMW PGA Championship and the Betfred British Masters this season.”

Elsewhere, Yorkshire Cricket has renewed and extended its partnership with Seat Unique until 2027. The original partnership was revealed in April 2022, and since then, online hospitality sales have climbed by 400% and £1m (€1.1m/$1.2m) in revenue has been generated for the third men’s Ashes 2023 Test at Headingley. 

A new premium ticketing category was also launched during this time. 

Simon Pixsley, head of hospitality sales at Yorkshire Cricket, said: “We were looking to enhance our online hospitality sales and that’s what Seat Unique’s technology has done by 400%. The tech has been absolutely seamless in terms of the customer journey. It’s revolutionised how we do things for premium seats and hospitality.

“For The Ashes, we’ve had an 80% uplift in new business which was always a big driving force for the deal in the first place. 42% of that has been out-of-hours customers. 40% of sales are now done on mobile devices.”

Image: Allan McKenzie/, courtesy of Seat Unique

The renewed deal will see Seat Unique remain the exclusive hospitality partner, powering Yorkshire Cricket’s online hospitality and premium ticket sales for the next four years. 

Seat Unique founder and chief executive Robin Sherry said: “I am absolutely thrilled to announce the renewal and extension of our partnership with Yorkshire Cricket. Together, we have achieved unprecedented success, with a staggering 400% increase in online hospitality sales and a record-breaking £1m in revenue for The Ashes sales.

“Our innovative technology has played a key role in this achievement, enabling us to create a streamlined booking process that offers fans an exceptional experience and greater access to premium experiences. We are committed to driving even more value for our partners and customers, and this partnership extension is a testament to that commitment. We cannot wait to see what the future holds for our collaboration with Yorkshire Cricket.”