Seat Unique was proud to celebrate an extraordinary year for its Seat Unique Clubs, concluding 2025 with an exceptional 272 individual events delivered to fans around the world. This landmark year was fuelled by unprecedented fan engagement, with Seat Unique Club attendance increasing by more than 600% year-on-year. With an impressive number of 11,421 people attending across the calendar, the Seat Unique Clubs continue to elevate the fan experience and champion the future of premium live entertainment - welcoming guests to unforgettable moments across five countries and a diverse range of cultural, sporting, and music events.

This year’s live events calendar reflected not only Seat Unique’s rapid growth, but also the rising global appetite for elevated live experiences. According to Deloitte’s 2025 Sports & Entertainment Outlook, consumer interest in premium and VIP access has seen substantial year-on-year growth, with over 60% of attendees reporting they are willing to pay more for enhanced experiences. PwC’s Global Entertainment & Media Outlook further notes that experiential spending remains one of the strongest growth drivers in the live events sector, particularly among millennial and Gen Z audiences. 

Against this backdrop, Seat Unique Clubs delivered a standout calendar in 2025. Fans  enjoyed unparalleled access to an intimate Seat Unique presents An Evening with President Barack Obama, the vibrant technicolour spectacle of Coldplay’s world tour, and one of the most significant cultural moments of the year: the long-awaited Oasis reunion, which saw huge demand supporting reports that legacy artists continue to drive some of the highest VIP uptake industry-wide.

Sports hospitality also reached new heights across Seat Unique’s international club network. Fans were able to enjoy the historic Monza Formula 1 Grand Prix, with Formula 1 reporting continued global growth in premium demand and hospitality revenues increasing by over 30% across the past two seasons. Meanwhile, American football continued its exceptional rise across the UK and Europe - mirroring the NFL’s own claims of record international attendance - with the Jacksonville Jaguars fixtures at Wembley Stadium delivering some of the strongest hospitality uptake of the season.

In music and live performance, global superstars including Drake, Ed Sheeran, and Sabrina Carpenter captivated fans with shows that continued to fuel the premium ticketing boom. According to Live Nation’s 2024 annual report, VIP and premium concert packages have increased in popularity by over 40% since 2022, driven by fan desire for closer, richer, more personalised moments with the artists they love.

Across every event category - and across every country - the Seat Unique Clubs elevated the fan experience through seamless digital access, bespoke hospitality offerings, and exclusive, best-in-class event curation. These moments not only matched the expectations of today’s live entertainment audiences, but consistently exceeded them, contributing to the success of the Seat Unique Clubs in 2025. 

As Seat Unique looks ahead to 2026, momentum shows no sign of slowing. To support this next phase of growth, Seat Unique is continuing to invest in its operational capabilities and fan-first approach, with a clear focus on scaling and enhancing its Seat Unique Clubs internationally. These initiatives reinforce Seat Unique’s commitment to expanding its offering, forging high-impact partnerships, and setting new standards in premium fan experience - ensuring live access becomes more accessible, memorable, and exciting than ever before.

After a record-breaking year across five countries, Seat Unique remains committed to leading the industry forward - delivering elevated experiences, unforgettable moments, and a new benchmark for premium live entertainment for fans around the world. With 132 Seat Unique clubs already confirmed for 2026, and more to be announced, premium live events have never been more in demand.

Discover what Seat Unique Clubs are upcoming in 2026 here: https://www.seatunique.com/music-tickets/pop/seat-unique-club-tickets