Seat Unique, the premium ticketing platform, has been announced as an Official Partner of American Express presents Roundhay Festival, a brand-new major concert series launching in Leeds in 2025.

Roundhay Park has a rich legacy as one of the UK’s most historic concert venues, having hosted legendary performances from Madonna, Michael Jackson and the Rolling Stones. Now, after decades without a regular large-scale music series, world-class artists are returning to Leeds with six concerts each summer under the new Roundhay banner.

Building on Seat Unique’s successful role at American Express presents BST Hyde Park, this multi-year agreement with AEG brings the company’s premium ticketing expertise to another landmark event.

As part of the deal, Seat Unique will hold naming rights to the Seat Unique VIP Grandstand, giving music fans access to unbeatable views of the stage alongside a host of premium benefits. Fans will also be able to book premium tickets and Hospitality through Seat Unique, with an exclusive premium package created for the event and sold solely via the platform.

The partnership also introduces the Seat Unique Club, a brand-new premium hospitality experience at American Express presents Roundhay Festival. From the moment guests arrive, the Club is designed to elevate their concert experience. Fans will enjoy early entry through a dedicated VIP entrance before taking their reserved seats in the Seat Unique Grandstand, offering unrivalled views of the stage.

Once inside, guests can relax in the exclusive Seat Unique Club area, which features a private VIP bar serving complimentary drinks throughout the event, as well as premium food outlets and separate toilet facilities for added comfort. To complete the experience, the Club will host a range of exciting activations from festival partners, ensuring every moment feels special.

Robin Sherry, CEO and founder of Seat Unique, said: “We’re excited to build on the success of BST Hyde Park by extending our work with AEG into American Express presents Roundhay Festival. This new concert series has the potential to become one of the UK’s most iconic summer events, and we’re proud that Seat Unique will play a role in shaping the premium experience from day one. From the Seat Unique VIP Grandstand to our exclusive premium packages, fans will be able to enjoy live music at Roundhay like never before.”

ENDS

About American Express presents Roundhay Festival
Roundhay Park in Leeds has hosted some of the most legendary concerts in the UK, including Madonna in 1987, Michael Jackson in 1988 and 1997, and the Rolling Stones in 1982. From 2025, AEG Presents will stage six major concerts each summer, bringing global superstars back to one of Britain’s most iconic outdoor venues.

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.

Find out more about premium experiences at Roundhay Festival and BST Hyde Park.

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