Seat Unique has acquired P1 Travel, a leading provider of premium tickets and hospitality packages for sporting events worldwide. The acquisition brings together two market leaders to create one of the most comprehensive global platforms for premium live experiences, accelerating international growth, enabling rightsholders to reach wider audiences, while giving fans access to more official packages than ever before.

The acquisition comes at a time of rapid growth in the premium live events market, fuelled by accelerating demand within the experience economy. Consumer spending on luxury experiences continues to rise, with prices in the ultra-luxury segment increasing by 90% globally since 2019, highlighting a strong shift towards experience-led spending.[1] This trend is further reflected in consumer behaviour, with 78% of millennials prioritising experiences over material goods[2], and 61% of fans saying they’d prefer premium hospitality over standard seating[3]. As a result, clubs, venues and promoters are under increasing pressure to diversify their premium experiences, meet evolving consumer expectations and expand their reach to growing global audiences.

Against this backdrop, Seat Unique and P1 Travel will continue to operate as distinct brands, bringing their respective strengths together to build a global leader in premium live experiences. Seat Unique brings its market-leading technology and direct-to-consumer platform, making it easy for fans to discover, book and enjoy official premium packages, supported by a strong UK customer base across sport and music. P1 Travel brings its own established technology, proven in delivering seamless, high-converting booking experiences for fans travelling to Europe’s biggest sporting events, alongside deep expertise in top-tier football and Formula 1, and a well-established international distribution network connecting rightsholders with international buyers.

Together, the group work directly with more than 140 official partners across sport and music, with experiences sold to customers in over 150 countries. Fans can now access more than half a million official hospitality packages for world-class events, including Arsenal FC, AC Milan, Real Madrid, Wembley Stadium and most Grand Prix races. With a shared commitment to 24/7 online booking, exceptional customer care and access through both direct and partner channels, the group is building the most accessible and comprehensive global platform for premium live experiences.  

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

“P1 Travel has built an outstanding reputation in European sports hospitality, and Ludo, Bernie and the team have created a fantastic business over the past 19 years. Bringing our companies together is a natural next step.

Demand for premium experiences has never been stronger, and together we are building a global platform that helps rightsholders reach new international audiences while giving fans access to the most sought-after events in sport, music and entertainment.”

Ludo Hermans, Founder of P1 Travel, said:

“Since we founded the business, P1 Travel has focused on helping fans experience Europe’s biggest sporting events while building trusted, long-term relationships with rightsholders. Over that time, we’ve seen demand continue to grow as fans look for more memorable ways to enjoy live events.

What stood out about Seat Unique is the shared commitment to official access for fans and a commitment to working closely with rightsholders. By combining our strengths in technology, international reach and premium expertise, we see a significant opportunity to expand globally while continuing to deliver for our partners and customers.”

The acquisition follows Seat Unique’s purchase of UK-based Circuit Hospitality in October 2025, further strengthening the group’s premium offering and reinforcing its strategy to scale internationally and continue leading the premium live experiences market.

[1] Why the ultra-rich are giving up on luxury assets | The Economist

[2] The experience economy is booming, but it must benefit everyone | World Economic Forum

[3] Sports Hospitality Market Size, Share, Growth Analysis, Trends [2035]