Seat Unique and Gloucestershire County Cricket Club (GCCC) are delighted to announce the extension of their partnership for a further four years. The renewed agreement builds on a highly successful collaboration that began in 2021 and has delivered sustained commercial growth, increased fan engagement, and helped position Gloucestershire as one of the most progressive clubs in English cricket.
Seat Unique’s platform has played a central role in attracting new audiences and driving incremental growth for Gloucestershire Cricket. Since 2023, one-third of the Club’s orders have come from first-time buyers who had previously booked via Seat Unique, highlighting the platform’s reach, the trust fans place in its seamless buying journey, and the breadth of live events available to supporters nationwide. Since the partnership began in 2021, Seat Unique has introduced more than 1,600 online customers to Gloucestershire Cricket, demonstrating its ability to connect the Club with new and engaged audiences at scale.
Seat Unique has been instrumental in supporting Gloucestershire Cricket’s commercial performance. Over recent seasons, the Club has seen consistent growth in sales and engagement, underpinned by rising average spend and strong repeat demand from loyal fans. Online interest in Gloucestershire Cricket has also accelerated significantly, reflecting both the growing appetite for premium matchday experiences and the impact of Seat Unique’s digital reach, with total digital sessions increasing by 121% since 2022, and 40% of orders taking place out of hours.
Building on this momentum, demand for premium seating and hospitality experiences continues to grow. Leveraging Seat Unique’s technology and marketplace, Gloucestershire Cricket has converted 90% of its available premium inventory into early sales for the upcoming England v India Men's international T20, underlining the growing appetite for enhanced matchday experiences.
This performance mirrors wider industry trends. Premium and hospitality experiences across live sport are thriving, with the global sports hospitality market growing by 16.4% year-on-year, underlining the increasing value fans place on high-quality, memorable experiences. Even amid challenging economic conditions, supporters are choosing to invest in live moments over material purchases. The continued growth in average spend and repeat bookings reinforces the strength and resilience of the partnership, with both organisations successfully turning engagement into sustained revenue growth both digitally and on matchdays.
“We’re delighted to continue our partnership with Gloucestershire Cricket,” said Robin Sherry, CEO and Founder of Seat Unique. “Since 2021, this collaboration has gone from strength to strength. Together, we’re redefining how fans access live sport and helping the Club build deeper, longer-lasting relationships with supporters.”
Joe Kaniecki, Head of Partnerships at Gloucestershire Cricket, added:
"Seat Unique have been an outstanding partner in helping us modernise how supporters engage with cricket at our ground. Their innovative platform has boosted both engagement and revenue and we’re thrilled to continue this journey together for another four years.
"The demand for premium seating and hospitality experiences at the Seat Unique Stadium continues to surge, with 90% of our premium inventory for our upcoming Men's IT20 between England and India next July already sold. It’s a clear indication of fans’ appetite for elevated matchday experiences and a reflection of how Seat Unique’s technology continues to help us connect supporters with official hospitality.
"Together, we’re proud to be setting the standard as one of the most forward-thinking venues in English cricket."
Seat Unique is the trusted premium ticketing marketplace, providing fans with access to official hospitality packages and VIP experiences for live sport, music, and cultural events. Through cutting-edge technology and exclusive partnerships, Seat Unique is redefining the future of live event access.
Comments