Athlete-led venture capital firm invests in Seat Unique

Featured Image: Seat Unique

Premium ticketing and hospitality platform Seat Unique has secured investment from The Players Fund, a UK-based athlete-led venture capital firm.

The Players Fund was established by elite sportspeople including cricketer Ben Stokes, athlete Dame Jessica Ennis-Hill, and footballer Chris Smalling. 

Seat Unique was founded by chief executive Robin Sherry in 2019, and has since gone on to form a number of partnerships with sports and entertainment outlets, clubs, venues and promoters. 

Brand ambassadors include the recently announced Stuart Broad, as well as fellow cricketer Lauren Bell, and rugby players Sam Warburton and George North. Additionally, the firm boasts notable investors such as Sir Clive Woodward and Chris Kamara. 

“This investment from The Players Fund signifies an exciting new chapter for Seat Unique as we expand our reach to wider audiences,” said Sherry. 

“One of the key advantages of this partnership is the access to The Players Fund’s extensive athlete network. With their support, we can work closely with renowned athletes to increase brand visibility and promote the unique experiences available on our platform.

“The funding from The Players Fund highlights the continued boom we’re seeing in the experience economy, where the demand for live experiences continues to soar. We are confident this partnership will allow us to tap into new markets and provide unparalleled experiences for fans, and offers an exciting opportunity for The Players Fund’s athlete investors.”

Ruari Bell, managing partner at The Players Fund, added: “We are proud to announce our investment into Seat Unique and join their team of experts as they bring an innovative approach to premium hospitality. Seat Unique’s explosive growth marquee partnerships, and soaring revenues in such a short period of time have been truly remarkable.

“By leveraging our extensive network of prominent athletes and investors across the UK, Europe, the USA, India and other key markets, The Players Fund is ideally positioned to accelerate Seat Unique’s remarkable growth trajectory. We are confident that our relationships will help unlock partnerships with leading venues and sports organisations worldwide, solidifying Seat Unique as an industry leader.”