Seat Unique has renewed its partnership with London Stadium as their Official Premium Platform after a year that has seen sales through the platform grow five-fold across summer shows including Take That's three-night Circus Live residency and the closing weekend of Metallica's record-breaking M72 World Tour.

That growth comes as London Stadium looks to expand its live music calendar further still. The venue has applied to increase the number of concerts and leisure events it can host each year from 10 to 24, alongside a proposed capacity increase to 85,000 for major shows, as it looks to meet growing demand for residencies and multi-night runs from the world's biggest touring artists.

Since partnering in early 2025, London Stadium has invested significantly in its premium spaces and worked closely with Seat Unique to improve fan experience across the board. From advising on packages and pricing, to refining premium experiences, the collaboration between the platform has had huge success, with guest satisfaction climbing significantly.

Robin Sherry, CEO of Seat Unique, said: 

"We're delighted to renew our partnership with London Stadium as their Official Premium Platform for another year. As demand for premium live music experiences continues to grow, this renewal builds on our joint commitment to raise the bar for fan experiences as shown by this year’s run of summer shows. We’re looking forward to continuing work alongside the London Stadium team in the year ahead and ensuring every guest at this renowned venue leaves with an experience to match.”

Gary Bell, Commercial Director, London Stadium, said:

"The growth we've seen through our partnership with Seat Unique speaks for itself. From three nights of Take That's Circus Live to Metallica's record-breaking M72 World Tour, we've seen first-hand how a great premium offering can enhance the fan experience and drive demand. As London Stadium continues to attract some of the world's biggest artists, Seat Unique remains an important partner in helping us deliver memorable experiences for every guest who visits our venue."

That momentum carries into next year, with Fontaines D.C. already confirmed to headline London Stadium on 9 July 2027, alongside Little Simz and Viagra Boys.

Explore premium packages for London Stadium here: https://www.seatunique.com/music-tickets/pop/london-stadium-tickets