Reigning Formula 1 World Champion Lando Norris has invested in Seat Unique, Europe's leading premium live experiences platform, becoming the latest world-class athlete to back the business as it continues its international expansion.

Norris joins Seat Unique at a defining moment in its journey. His investment forms part of the company's recently completed £20 million funding round, led by Nickleby Capital, with participation from Pentland Ventures and Hearst Ventures. Over the past 12 months, Seat Unique has expanded to more than 140 official rightsholder partnerships, and strengthened its position in global motorsport through the acquisition of P1 Travel, a leading provider of official tickets and hospitality packages for major sporting events worldwide, including Formula 1.

Photo: Silverstone Circuit

Founded to make access to premium live experiences easier for fans, Seat Unique now serves customers from all over the world and provides official hospitality for thousands of live events each year through working with some of the biggest names in sport, music and entertainment, including Arsenal FC, Wembley Stadium, Formula E, Co-op Live, alongside many of the world's leading venues and rightsholders.

For Norris, Seat Unique represents his first investment in the premium live experiences sector. Lando Norris said:

“Some of my best memories have come from being at live sport and events, so I really like what Seat Unique is building. There’s something special about being there for the big moments and having those experiences you remember for years afterwards. It’s an exciting business and I’m looking forward to being part of what comes next as an investor.”

Robin Sherry, Founder and CEO of Seat Unique, said:

"The way fans experience live events has fundamentally changed. People want official access, unforgettable moments and complete confidence in how they buy them - that's exactly what we've built Seat Unique to deliver.

People aren't just buying tickets anymore - they're investing in memories. Fans want to be closer to the action than ever before, and that's creating enormous demand for official premium experiences. Lando understands that better than anyone, which is why having him join us as an investor is such a powerful endorsement of where this business is heading."

Photo: Silverstone Circuit

As part of a wider group, Seat Unique is on track to process £175 million in sales this year and is targeting over £350 million within the next three years as it continues to expand internationally through strategic acquisitions, new partnerships and organic growth.

Building on this momentum, Seat Unique has continued to secure landmark partnerships across sport and live entertainment, including a recently announced agreement with Silverstone Circuit, home of the Formula 1 British Grand Prix. Together with its recent acquisitions, these partnerships reinforce the company's ambition to build Europe's defining platform for official premium live experiences.

Norris’ investment was facilitated by The Players Fund, the athlete-led venture capital firm that first invested in Seat Unique in 2024. He joins an impressive network of elite athletes connected with Seat Unique, including England football captain Harry Kane, international cricketers Ben Stokes, Stuart Broad and Lauren Bell, international rugby players Sam Warburton OBE and Matt Dawson, alongside comedian Jack Whitehall.

The investment comes as demand for premium live experiences continues to accelerate globally, with younger consumers increasingly prioritising memorable experiences over material possessions. As Seat Unique expands across Europe through new partnerships and strategic acquisitions, Norris' backing further reinforces the company's ambition to become the continent's defining premium live experiences platform before expanding globally.

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