Seat Unique has been appointed the Official Hospitality and VIP Partner for AEG Presents across the UK under a new five-year exclusive partnership covering the promoter’s UK touring programme.

Through the partnership, fans will be able to discover and book official hospitality and VIP packages for AEG Presents' shows directly through the Seat Unique platform, providing one trusted destination for premium access across different artists, tours and venues.

AEG Presents is responsible for bringing some of the world’s biggest artists to UK audiences, with its touring portfolio having included Taylor Swift, The Rolling Stones, Justin Bieber and Zach Bryan. Details of the first tours and premium packages available through the new partnership will be announced soon.

The partnership comes as demand for live music continues to grow. AEG's own research shows just how resilient live music is in the UK, with 70% of consumers having attended a live music, entertainment or sport event in the past three years, and 46% saying they would still prioritise spending on live entertainment even during times of economic uncertainty (The Live Effect, AEG Global Partnerships, September 2025). That resilience sits within a wider industry in growth, with music tourists spending an all-time high of £11.2 billion in the UK in 2025, up 11.3% on the year before (UK Music, Hometown Glory Report, July 2026).

The deal, brokered by AEG Global Partnerships, builds on Seat Unique's existing relationship with AEG, having served as an Official Partner for both American Express presents BST Hyde Park and American Express presents Roundhay Festival, sending 7,000+ fans through the Seat Unique VIP Terrace and the Seat Unique Club respectively since the partnerships began.

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

“This partnership marks an important step forward for how fans access premium live music in the UK. AEG Presents brings some of the biggest stadium and arena tours in the world to the UK every year, and we're proud to give fans access to all of it, in one place. Music is one of the fastest growing categories within live events and we’re excited to continue growing in that space with AEG Presents.”

Jim King, CEO of AEG Presents UK and European Festivals, said:

“We have worked with Seat Unique across a number of our festivals and so I’m very pleased we can now expand that partnership. Everything we do at AEG Presents is about giving the best possible choices and experience to fans and then delivering the best possible commercial outcome to our artists. The team at Seat Unique understand that and we are all looking forward to this new chapter."

The partnership now covers AEG Presents' entire UK touring slate, with the scale of what it delivers only set to grow as 2027's summer touring season takes shape. Whatever that calendar brings, the infrastructure to access it, from first announcement to the show itself, is already in place.

About Seat Unique

Seat Unique is Europe’s leading premium ticketing and hospitality platform, connecting fans with official access to unforgettable live experiences across sport, music and entertainment. Working directly with world-renowned clubs, venues and promoters including Wembley Stadium, Co-op Live, AEG Presents, KMJ Entertainment, Arsenal Football Club, the platform gives partners a trusted, technology-led route to grow premium revenue, while giving fans guaranteed, official access to the events they care about most.

Beyond ticketing, Seat Unique is setting a new standard for premium access, designing and delivering first-class hospitality experiences that elevate the entire fan journey from discovery through to event day. Central to this is the Seat Unique Club, its signature hospitality experience, which has been delivered more than 270 times across over 10 major UK venues in the past year.

Seat Unique is backed by leading names from sport and entertainment, including Harry Kane, Ben Stokes, Matt Dawson, Dame Jessica Ennis-Hill, Jack Whitehall, Lauren Bell and Sam Warburton OBE. It forms part of Seat Unique Group, alongside P1 Travel and Circuit Hospitality.

Find out more on seatunique.com

About AEG Presents

Combining the power of the live event with a focus on true artist development, AEG Presents is a world leader in the music and entertainment industries. Operating across five continents, the company has an unparalleled commitment to artistry, creativity, and community. Its tentpole festivals and multi-day music events — which include the iconic Coachella Valley Music & Arts Festival and the legendary New Orleans Jazz & Heritage Festival alongside BST Hyde Park, Stagecoach, Hangout Festival, Electric Forest, and Firefly — continue to set the bar for the live music experience. AEG Presents promotes global tours for artists such as The Rolling Stones, Ed Sheeran, Elton John, Taylor Swift, Celine Dion, Justin Bieber, Kenny Chesney, Paul McCartney, and Katy Perry, in addition to — through its network of clubs, theatres, arenas, stadiums and renowned partner brands such as The Bowery Presents, Concerts West, Frontier Touring, Goldenvoice, Madison House Presents, Marshall Arts, Messina Touring Group, PromoWest Productions, and Zero Mile Presents — creating and developing an unmatched infrastructure for artist development and audience reach. More information can be found at www.aegpresents.com.