Seat Unique Becomes the Official Online Premium Ticket and Hospitality Partner for the Largest Racing Group in the UK.

Britain’s largest racing group, Arena Racing Company (“ARC”) today announces a new partnership with Seat Unique to become its Official Online Premium Ticket and Hospitality Partner, bringing access to unparalleled premium experiences to racing enthusiasts across the UK.

The premium experience economy continues to soar, with spending in the entertainment space growing last year driven primarily by live events and sports. Consumers are placing increasing importance on bigger and more unforgettable days out. Seat Unique has seen an 88% increase in the demand for its hospitality experiences at live events. This highlights the growing trend of consumers valuing experiences over material possessions. Consumers are increasingly seeking to create lasting memories and unique experiences, and are willing to pay a premium for these moments.

The trend towards prioritising experiences is shaping the preferences of modern consumers and driving the popularity of venues that can provide genuine, captivating, and authentic encounters. The partnership with Seat Unique means that ARC can bring new and enhanced experiences to fans and appeal to new audiences and racegoers.

The partnership is in response to rising demand from consumers for access to more premium experiences. Over 3,500 premium packages will be available across ARC racecourses to provide racegoers with unforgettable days out. These will range from bottomless brunches or afternoon tea with friends all the way up to private boxes, and immersive dining experiences.

Under the multi-year agreement, Seat Unique will power the online premium ticket and hospitality sales for all sixteen racecourses owned by ARC, which include prestigious venues such as Doncaster, Chepstow, Newcastle, Lingfield Park, and Royal Windsor.


ARC racecourses host 572 racing fixtures across the UK, annually drawing over one million racegoers, making over one-third of the British fixture list available on the Seat Unique platform. Notably, these include the highly anticipated Jenningsbet Northumberland Plate and Betfred St Leger Festivals, two highlights of the flat racing season as well as the BetMGM Fighting Fifth and Coral Welsh Grand National fixtures over jumps.

Each racecourse offers a host of unique and exciting racedays that cater to everyone, including families, music lovers, and party-goers alike. These include fun-filled Family Days with face painting and funfairs, live music by ska-pop legends Madness and tribute acts to ABBA and Queen, as well as themed nights like the popular rum and reggae night, all of which can be accessed through the Seat Unique platform.

This partnership ensures that racegoers have increased access to premium facilities at fixtures across the sixteen racecourses throughout the year. Racegoers can indulge in the epitome of luxury, with unparalleled experiences such as the coveted Royal Box at Doncaster Racecourse.

With Seat Unique ARC has transformed its booking process for premium experiences at all of its racecourses, making it more accessible and hassle-free than ever before. Racegoers can now effortlessly navigate through a wide range of packages and easily compare their options. This enhanced accessibility not only enables guests to book at their convenience, but also contributes to drawing a broader audience to ARC’s premium facilities.

Robin Sherry, CEO and Founder at Seat Unique said: “Our partnership with Arena Racing Company and its esteemed racecourses represents a pivotal moment for Seat Unique, as we continue to expand our reach in this space. This milestone achievement demonstrates our dedication to revolutionising how racegoers access and book premium experiences. The experience economy is booming, and fans across all sports are expecting more, and this is especially true of racegoers. This partnership with ARC means that more race fans than ever can enjoy unforgettable moments at their favourite horse racing events. We are proud to be a part of enhancing the race day experience for Arena Racing Company's customers and are excited for the incredible opportunities that lie ahead."

Mark Spincer, Managing Director of ARC’s Racing Division, said: ”We are delighted to announce this partnership with Seat Unique, and bring our sixteen racecourses onto their innovative platform. The team at Seat Unique have already proven the value of their approach across a range of other sports and entertainment venues, all of which we are excited to join.”

“Premium experiences at the biggest events across our racecourses, including the Betfred St Leger Festival, Jenningsbet Northumberland Plate Festival and Coral Welsh Grand National will all be available through Seat Unique, alongside a wide range of other race meetings throughout the year. We look forward to growing this partnership and marketing our wonderful sport to those who may not have considered a day at the races before. We are excited to work with Seat Unique for this new chapter and look forward to delivering exceptional experiences to  racegoers throughout our partnership.”

Arena Racing Company is the largest racing group in the UK, operating sixteen racecourses and five greyhound stadia.

About Seat Unique
Seat Unique is the trusted premium ticketing provider enabling clubs, rights-holders, and venues to increase fan access to hospitality experiences at live events. To understand how Seat Unique can help drive new customers for your premium ticket and hospitality offering, please email [email protected] and join the ever-growing community of partners benefiting from Seat Unique’s innovative technology and services.