International demand for Co-op Live through Seat Unique has increased by 69% over the past eight months, underlining the venue’s growing global appeal. Two years into the partnership, more than 30,000 fans have experienced the UK’s largest indoor arena via the platform, with Seat Unique achieving over 99% sell-through across its owned inventory spanning over 200 nights of live events.

This performance reflects a broader shift within the live entertainment industry. Event-led tourism continues to accelerate, with fans increasingly willing to travel internationally for world-class venues and performances. Co-op Live has positioned itself at the centre of this trend, hosting major global moments including the BRIT Awards and Harry Styles’ Netflix-filmed One Night Only performance, with future global events like an NBA regular season game in 2027 set to further expand its reach.

Seat Unique’s data highlights the scale of this international demand, with more than one in four sessions on Co-op Live inventory now originating from outside the UK.

Since Co-op Live opened its doors in May 2024, Seat Unique has helped shape the venue’s premium fan experience. Appointed as Official Premium Hospitality Sales Platform from launch, the partnership extends beyond ticketing. Seat Unique has invested directly into the in-venue experience through the creation of the Seat Unique Suite - a permanent, premium hospitality space within the arena.

This approach has been complemented by broader activations, in April 2025 presenting Burna Boy, and launching the Seat Unique Afterparty Series, enhancing the end-to-end fan journey. Across all 200-plus events, Seat Unique has supported the full customer lifecycle - from discovery and booking through to the live experience itself.

Performance metrics further demonstrate the strength of this model. Alongside achieving over 99% sell-through, Seat Unique has generated 26.6 million impressions across organic, Google, and Meta channels, reinforcing its role as both a demand-generation engine and a conversion platform for the venue.

The numbers from Co-op Live reflect a market in full momentum. Music tourism is one of the fastest-growing segments in the entertainment economy, and Seat Unique is already converting that demand into premium revenue at the UK's largest arena. With Seat Unique’s recent acquisition of P1 Travel, that capability now extends even further - expanding its global reach and connecting international audiences with world-class live experiences from the very start of their journey. 

Co-op Live’s upcoming calendar - including Kings of Leon, the 2027 BRIT Awards, J. Cole, and the NBA's first ever Manchester season game in 2027, signals continued growth on the global stage. For Seat Unique, Europe’s number one destination for premium live experiences, Co-op Live represents a clear proof point for its broader vision: building a global ecosystem for premium live entertainment, delivering best-in-class technology, access, and experiences for fans worldwide.

Robin Sherry, CEO & Founder of Seat Unique, said: “Co-op Live is a standout example of what can be achieved when a world-class venue is matched with a platform built to scale premium experiences globally. From day one, this partnership has been about more than just ticketing - it’s about helping to shape the entire premium journey for fans.

The strength of international demand we’re seeing reflects a fundamental shift in how people engage with live entertainment today. Fans are travelling further, expecting more, and investing in unforgettable experiences. Together with Co-op Live, we’re delivering exactly that - and this is just the beginning of what we can build.”

Becci Thomson, Chief Commercial Officer of Co-op Live, said: “From concept, Co-op Live has been designed and operated to not only secure exclusive events and shows, but through our next-generation facilities and state-of-the-art acoustics, to offer an elevated fan experience worthy of national and international travel.  

Our premium offering represents this at the very top of its game, supported by the vision and dedication of our partners Seat Unique. Their investment in premium spaces, and in presenting one-off global exclusive performances, helps to ensure that the eyes of the world remain firmly on Co-op Live.”