Welsh Rugby Union extends partnership with Seat Unique

Featured image credit: Seat Unique

The Welsh Rugby Union (WRU) has extended its partnership with Seat Unique until 2028. 

The WRU’s partnership with Seat Unique first started in October 2021 and has resulted in a boost to hospitality sales for the WRU’s hospitality business, Principality Stadium Experience (PSE).

Under the renewed partnership, Seat Unique will remain the WRU’s official hospitality sales platform provider for the next four years.

Initially, the WRU wanted help from Seat Unique to offer hospitality options to fans across all time zones. Many fans opted to book on evenings and weekends, and the WRU wanted to improve its booking platform to cater for these preferences. Some 33% of hospitality sales have taken place outside of traditional office hours.

Seat Unique designed, tested and built a white-label platform for hospitality sales, which was aimed at increasing fan access to premium experiences at Principality Stadium. Additionally, PSE wanted to increase revenue through online sales and offer an enhanced online experience for customers.

The partnership has also witnessed the launch of an official supporter exchange platform, the WRU Supporter Exchange. This offers fans that are no longer able to attend rugby fixtures the ability to exchange their tickets through a legitimate and regulated portal. A charitable donation is also in place for every transaction on the platform.

Rhys Williams, business development manager at the WRU, said: “At the WRU, we see Seat Unique as an extension of our team. To have the ability to seamlessly process hospitality orders online has been a real game changer for us. The concept of understanding the customer and Seat Unique’s support have really come to the fore during recent on-sales.”

Robin Sherry, chief executive and founder of Seat Unique: “I am thrilled to announce the renewal and extension of our partnership with the WRU and PSE. Working alongside the WRU has been a privilege, and we are eager to continue providing fans worldwide with unforgettable live experiences at the iconic Principality Stadium.

“Our innovative technology has been instrumental in broadening the WRU’s audience. By digitalising the booking process to offer exceptional customer experiences and increasing access to premium offerings, we have been able to reach more fans than ever before.”

Fans can now book tickets and hospitality packages for Wales’ Summer Series matches against England and South Africa through the Seat Unique platform, as well as for 2024 Six Nations fixtures.