Interviewer:
Seat Unique is launching a new campaign called Who Knew. What’s the driving idea behind it?

Victoria Oakley (Seat Unique):
The campaign highlights how many fans don’t realise that premium experiences even exist - or that they’re for them.

For years, these tickets have been seen as corporate or off-limits, when in reality thousands of premium options are available every season across music, sport, and culture. Most fans just haven’t been shown them.

Who Knew tackles three barriers: awareness, perception, and access.

Too many people don’t know premium experiences exist, assume they’re too exclusive, or can’t see a clear way to buy them. The campaign is about changing that and showing fans that premium is open, accessible, and surprisingly affordable once you know where to look.

Interviewer:
You’ve partnered with Jack Whitehall to launch the campaign. How does he fit into this message?

Victoria Oakley:
Jack gets it. He lives and breathes live entertainment, and he’s the perfect person to help us make the message land.

He speaks to audiences who love live events but might never have thought about upgrading their experience. Together we’re creating content that uses humour and storytelling to challenge old assumptions.

It’s playful but honest. Who Knew there was another way to experience your favourite event? Who Knew premium was actually available to fans? It’s about showing people that these options exist and that they’re not intimidating - they’re for everyone who loves live experiences.

Interviewer:
Why is this awareness gap such an important issue to address right now?

Victoria Oakley:
Because the market’s exploding, but understanding hasn’t caught up.

Fans are spending more than ever on experiences. UK consumers now spend 35% more on concerts and festivals than before the pandemic. Globally, live music is projected to reach around £30.5 billion by 2030, and sports ticketing about £34 billion. Premium is the growth engine inside that.

At Seat Unique we’ve seen that shift first-hand - GMV up 92% year on year, and premium ticket sales rising 86% in just one recent quarter. Fans are voting with their wallets, even in a tough economy.

EY data shows that 45% of UK consumers plan to maintain live-entertainment spend in the next year, and 77% still buy premium experiences. Value matters, but people are clear: if it feels worth it, they’ll spend more.

The appetite is there. The knowledge isn’t. Who Knew is about closing that gap.

Interviewer:
Can you give an example of how making premium experiences visible can change fan behaviour?

Victoria Oakley:
Absolutely. A great example is Burnley FC. Before working with us, only around 1% of their premium experience sales happened online. After launching their premium platform with Seat Unique, that figure jumped to 60%.

The demand was always there - but it was hidden. As soon as fans could see the options clearly and book online easily, the response was immediate. That’s exactly what we want to replicate on a larger scale with Who Knew.

Interviewer:
Many fans still don’t see premium as “for them.” What does the data tell you about this perception problem?

Victoria Oakley:
That’s the biggest misconception. Around one in seven people don’t even know premium options exist when buying tickets. Nearly half still associate premium with corporate hospitality.

But fans are changing fast. EY found that 70% of UK live-event attendees say they’d pay more for a better experience, and younger audiences are leading that trend. What used to feel off-limits is now aspirational and achievable.

Our own numbers back it up: repeat premium customers are up 122% year on year, and 1 in 5 buyers now come from overseas. The mix of people choosing premium has never been broader.

Interviewer:
Finally, what do you hope the Who Knew campaign achieves?

Victoria Oakley:
We want more fans to see that premium experiences exist, that they’re for them, and that buying one is straightforward.

When clubs and venues make premium easy to find, sales follow. The demand’s already there - perception is the only thing in the way.

If the who knew campaign makes fans think “I didn’t know I could do that” then we have done what we set out to do.