Harry Kane, the captain of England’s national football team, has backed the London-based premium ticketing platform, Seat Unique. In its latest funding round, which values the company at over £100 million.
Founded in 2019, Seat Unique offers fans access to exclusive hospitality packages and premium tickets for high-profile sports events, concerts, and entertainment shows. The company’s model has proven successful, with sales more than doubling year-over-year. And generating over £55 million in revenue in the most recent financial year.
Kane, who currently plays for Bayern Munich, explained his decision to invest: “As a player, I understand how important it is for fans to experience those unforgettable moments. Seat Unique is revolutionizing how fans gain access to those experiences, offering much-needed accessibility to premium tickets.”
Seat Unique provides its customers with a streamlined platform to secure premium tickets directly or through an expanding network of partners. These partners include prominent sports clubs, event stadiums, and Formula 1 race circuits in the Middle East. For many of these events, the tickets that Seat Unique offers are typically reserved for high-end corporate clients or box holders.
This round has attracted several other high-profile athletes, including Olympic gold medalist Jessica Ennis-Hill and English cricket captain Ben Stokes. They join Kane on the Seat Unique cap table. Alongside former footballer John Terry’s venture fund, The Player’s Fund, and renowned sports figures like Sir Richard Flint (ex-CEO of Sky Betting and Gambling) and Sir Clive Woodward, a former Rugby Union player and coach.
Their involvement signals the increasing appeal of fan engagement tech and sports experience platforms among athletes and investors alike.
Seat Unique’s ongoing expansion also includes plans to increase its global presence, with significant growth expected in the US market. The company aims to further develop partnerships with top-tier brands. Strengthening its position in the highly competitive premium ticketing and hospitality sector.
The latest raise builds on the company’s momentum. Reinforcing the value of democratizing access to exclusive fan experiences and offering fans the opportunity to be part of the action at iconic sports and entertainment events.
Kane’s investment in Seat Unique is part of a wider trend of athletes expanding their portfolios beyond the sports world. Recently, Diogo Dalot of Manchester United also made a substantial investment in the Bioniq startup. A personalized nutritional supplements company, joining former teammate Cristiano Ronaldo as an investor.
As athletes increasingly seek opportunities to diversify their wealth and invest in innovative startups. Platforms like Seat Unique are proving to be attractive, given the growing demand for premium fan experiences and exclusive access.
