One year into their partnership with Seat Unique, M&S Bank Arena Liverpool has achieved a 62.7% increase in premium sales, with annual premium revenue surpassing £1 million.
This success sits within a much larger shift across the live entertainment industry. The UK events sector alone is now worth over £61.6 billion annually, underlining both its scale and resilience (NOEA). At the same time, consumer expectations are evolving rapidly: fans are no longer simply buying tickets - they are investing in end-to-end experiences.
Premium hospitality has emerged as one of the most important growth drivers in this landscape. For venues and rightsholders, it represents one of the highest-margin revenue streams, often generating multiples of standard ticket pricing while deepening fan engagement (TickX). This is being fuelled by changing consumer behaviour, particularly among younger audiences who are increasingly prioritising experiences over material goods (Allied Market Research). The venues leading the market are those that have recognised this shift early - and invested accordingly.
In 2024, M&S Bank Arena Liverpool made the most significant premium investment in its history, committing £2 million to a full refurbishment of its hospitality offering. This transformation introduced five distinct premium tiers, designed to broaden access and appeal to a wider range of audiences - from entry-level experiences through to high-end packages.
To unlock the full commercial potential of this investment, Seat Unique - Europe’s number one destination for premium live - was appointed as the arena’s official partner. The objective was clear: match the quality of the new product with a platform capable of distributing it at scale, both domestically and internationally. Together, these decisions reshaped the entire premium journey - from discovery and booking through to the live experience itself.
The newly introduced Skyline Experience - an entry-level product - has been a standout success, accounting for 13% of total sales in its first year. Its performance highlights the growing demand for more accessible premium experiences, not just traditional high-end hospitality.
Alongside product expansion came a complete transformation in how premium is sold. By implementing Seat Unique as its official platform, M&S Bank Arena Liverpool fully digitalised its premium sales process - moving from a largely manual, limited-hours model to a 24/7 global booking engine. This shift unlocked substantial incremental revenue, with over 54% of bookings now made outside of standard business hours - demand that would previously have gone uncaptured.
Colm Graham, Head of Partnerships, Hospitality & Exhibition Sales, M&S Bank Arena Liverpool said: “At M&S Bank Arena, we recently invested £2 million in the refurbishment of our premium offering. Alongside that investment, we wanted to partner with a leading premium sales platform in the UK market, and quickly identified Seat Unique as the standout choice.
One year in, the partnership has proven to be a clear example of what can be achieved when two organisations work together with shared ambitions and goals. Year-on-year sales have risen by 62.7%, annual revenue has surpassed £1 million, and the launch of our new entry-level package The Skyline Experience has been a huge success.
The results speak for themselves, and with major events including Paul Simon, Barry Manilow and Kevin Bridges on the horizon, we are only just getting started.”
Robin Sherry, CEO, Seat Unique said: "M&S Bank Arena is a fantastic example of what becomes possible when a venue backs its premium ambition with the right platform behind it. The appetite for premium live experiences is growing rapidly, and fans today expect more than just a great seat - they want a seamless journey from the moment they book through to the event itself. What we have built together at M&S Bank Arena delivers exactly that across every tier of their hospitality offering, and the results in year one speak for themselves. We are excited about what comes next."
With a landmark first year complete, the trajectory is clear. Live entertainment - particularly music - is seeing strong demand, with record-breaking tours reinforcing its value as a premium, must-attend experience. In this landscape, venues that combine high-quality inventory with seamless, scalable distribution are best positioned to win. M&S Bank Arena Liverpool’s partnership with Seat Unique shows how - investing in product, broadening access, and digitising sales - with major acts like Paul Simon, Barry Manilow and Kevin Bridges set to build on that momentum.
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