Seat Unique, the premium experiences platform, has renewed its partnership with London Stadium following a successful summer of live music in 2025.

Since first being named Official Premium Platform, Seat Unique has delivered standout premium experiences at London Stadium, including the creation of the Seat Unique Club, which hosted guests for numerous sold-out shows. Across the Summer of 2025, fans enjoyed premium experiences and hospitality through Seat Unique for shows including Sam Fender and Iron Maiden. We’ve seen a hugely positive start to the sales for Summer 2026 events at London Stadium, cementing the platform’s role in helping London Stadium attract and host record numbers of premium guests.

Robin Sherry, CEO and founder of Seat Unique, said:
 “London Stadium is one of the UK’s most iconic live music venues, and we are proud to extend our role as the Official Premium Platform. The Seat Unique Club proved to be an incredible addition this summer, welcoming guests across sold-out concerts from Sam Fender, Iron Maiden and more. This renewal is about building on that success and ensuring even more fans can enjoy unforgettable premium experiences at London Stadium.”

Gary Bell, Commercial Director at London Stadium, said:
 “The renewal of our relationship with Seat Unique reflects the strong results we have seen since working together. From the success of the Seat Unique Club to the increase in hospitality sales across this summer’s concerts, the impact on both our guests and our business has been hugely positive. We look forward to continuing to deliver world-class premium experiences with Seat Unique as our Official Premium Platform.”

The renewal will cover London Stadium’s upcoming summer concert series including two nights of Metallica with more major artists set to be announced soon. Seat Unique’s role will ensure fans continue to have secure access to official premium experiences and hospitality packages at one of the UK’s most in-demand venues.

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About London Stadium
London Stadium is known as one of the world’s best multi-use venues, built for the London 2012 Olympic and Paralympic Games, transformed into the home of West Ham United and a history of hosting unique and memorable sporting and arts events. Since becoming the London Stadium, it has hosted the 2015 Rugby World Cup, the London 2017 World Athletics Championships, Major League Baseball and performers like the Rolling Stones, Foo Fighters, Red Hot Chili Peppers, Guns N’ Roses and Beyoncé.

About Seat Unique
Seat Unique is the premium ticketing platform that provides fans with access to the very best experiences at the very best live events, across sport, music and culture. It works directly with world-renowned venues such as Wembley Stadium, Tottenham Hotspur Stadium and Manchester’s Co-op Live, and is trusted by top rights holders including Arsenal, Everton and Jacksonville Jaguars UK.

Backed by high profile ambassadors and investors, including Harry Kane, Matt Dawson and Richard Flint, Seat Unique has seen revenue growth of more than 7,921% over the past four years. It ranked 4th in the Sifted 100: UK & Ireland 2024 and 5th in the 2024 Deloitte UK Technology Fast 50.

For more information, visit https://www.seatunique.com or contact [email protected]