Edgbaston Stadium has seen a 54% surge in new premium ticket purchasers in the last two seasons - and one experience has led the charge: the Seat Unique Terrace. 

Seat Unique, the number one destination for premium live, is proud to continue its close partnership with Edgbaston Stadium, a collaboration that is reshaping how fans experience live cricket and opening the doors to entirely new premium audiences.

Since 2022, Seat Unique and Edgbaston have worked hand in hand to elevate matchday experiences and unlock new commercial opportunities within the stadium’s GA+ ticket landscape. Through deep insight, supporter data and a shared commitment to innovation, both organisations identified a clear gap in what fans were looking for. That insight sparked the creation of the Seat Unique Terrace - a modern, open-air premium space delivering unrivalled views behind the bowler’s arm and exceptional food and drink offerings. It has quickly become one of Edgbaston’s most popular experiences, redefining what matchday can look like for fans seeking something elevated, social and memorable.

The partnership has proved especially powerful in attracting new premium audiences. Seat Unique’s marketplace naturally draws fans who are predisposed to premium experiences, extending Edgbaston’s reach. First-time purchasers who have booked through Seat Unique now show an average order value 29% higher than those coming through other avenues, demonstrating not only a change in behaviour but a strengthening appetite for enhanced cricket experiences. The impact has been clear: the Seat Unique Terrace has welcomed over 2000 first-time GA+ supporters since launch, transforming the profile of fans discovering premium offerings at Edgbaston.

Since the terrace opened, Edgbaston has recorded over a 60% increase in ticket sales compared to previous seasons. The introduction of this new experience has played a major role in this growth, helping the stadium expand its reach, attract different demographics and enrich fan satisfaction. Year on year, average order value continues to rise as more supporters choose the elevated experience the terrace provides.

Robin Sherry, CEO & Founder of Seat Unique, says: “Our partnership with Edgbaston shows how powerful data-driven innovation can be. The Seat Unique Terrace was born from recognising a clear shift in what modern fans value - and it has truly transformed the stadium’s premium landscape. We’re incredibly proud to help Edgbaston reach new audiences and deliver unforgettable matchday experiences. This is only the beginning of what we can achieve together.”

Adam Lowe, Commercial Director at Edgbaston, adds: “Seat Unique have helped us unlock an entirely new market of premium supporters. Their technology, insight and audience have been instrumental in shaping products like the Seat Unique Terrace. It has exceeded every expectation - in sales, in guest satisfaction and in bringing fresh faces to the stadium. We’re excited to continue this partnership and elevate the matchday experience even further.”

Players echo the importance of this enhanced fan presence. As Alec Stewart noted: “The roar of Edgbaston makes a huge difference on the pitch. Giving fans more ways to be part of that atmosphere is massive for us.”

With major cricket moments on the horizon - including England Men vs Pakistan Test Match in September 2026, England Men vs India One Day International in July 2026, the 2027 Ashes and Vitality Blast Finals Day for the 14th consecutive year - the Seat Unique Terrace is set to welcome even more fans in the coming seasons. As Adam Lowe teased, “This is only the start… we’ve got so much more to come. See you there?”

For further information and to book tickets and premium packages exclusively provided by Seat Unique, please visit: https://www.seatunique.com/