“We’ve invested a lot into our technology,” says Seat Unique Co-founder and Head of Product Phillipa Hicks. “It’s over £5m so far. That investment comes from building trust and creating a platform that is slick, easy to use, so customers have that premium experience at the point of searching for their favourite live event, and then going through that purchasing experience.”

Founded in 2018 by husband-and-wife team Phillipa Hicks and CEO Robin Sherry, Seat Unique is a London-based online marketplace transforming access to premium tickets and hospitality packages for sporting and live entertainment events. Its platform features tickets to events ranging from Bruce Springsteen and Kylie Minogue concerts to Premier League football games and Formula 1 races. By addressing the common challenges fans face in securing reliable access to high-demand events, Seat Unique has capitalised on the post-pandemic surge in demand for live experiences.

Hicks has navigated the challenges of a male-dominated field to develop the core infrastructure that supports Seat Unique with her team of 18 engineers. Their work allows thousands of users to access a premium experience while purchasing tickets. “It’s been a roller coaster—that’s probably the best way to describe it,” says Hicks. “There were definitely challenges in the early days, especially being a woman working within the tech product space, which is still very male-dominated. The investment side also had its challenges, particularly when we were raising capital. But you persevere and just move forward, don’t you?”

The founding duo combines complementary strengths: Hicks drives technology and customer experience, while Sherry focuses on connecting fans directly with rights holders. “What we want to do is help the fan buy directly from the rights holder. The rights holder gets the revenue, but the fan gets a great seat and guaranteed access to the event,” Sherry explains.

Seat Unique now has over £100m of inventory from over 120 rights holders, including Wembley Stadium and the Welsh Rugby Union. Convincing rights holders of the benefits of teaming up was an early challenge for the business. “We were selling the internet, and you’d have thought it would be easy,” recalls Sherry. “But people didn’t believe hospitality or boxes would sell online to start with.”

Backing from a range of high-profile sports people helped open doors. Seat Unique’s brand ambassadors and shareholders include former rugby player and coach Sir Clive Woodward, England women’s cricketer Lauren Bell, and Sam Warburton, former captain of the Welsh rugby team. To date, the company has raised £25.0m in equity investment, including a £14.5m round in April 2024 with participation from Nickleby Capital and the Players Fund.

Looking ahead, Seat Unique plans to expand its UK market share and further develop its ability to sell to overseas customers. Hicks and Sherry have the mindset to make it happen. “Overall, it’s been a very enjoyable roller coaster, though with definite ups and downs,” says Hicks. “We have a mentality of ‘what doesn’t kill you makes you stronger,’ and that keeps us moving.”