Here at Seat Unique, we are thrilled to announce that our partnership with the Welsh Rugby Union has been renewed and extended to 2028.

The news comes after one successful year of working together, and during this period, our innovative technology has helped us achieve significant accomplishments in terms of attracting new audiences and boosting hospitality sales for the Welsh Rugby Union's hospitality business, Principality Stadium Experience (PSE).

Our partnership with the WRU is based on our desire to provide fans with greater access to premium experiences at the best live events hosted at Principality Stadium through the digitalisaton of their hospitality booking.

The WRU initially sought help from Seat Unique to offer hospitality options to fans in all time zones. With many preferring to book on evenings and weekends, the WRU wanted to improve its booking platform to deliver the most efficient transactional journey for fans.


We built a white-label platform that was designed, tested, and built for hospitality sales, which allowed us to digitally transform the Principality Stadium Experience booking system to increase fan access to premium experiences at the Stadium. The aim was to increase revenue through online sales and offer an enhanced online experience for customers.

Since the rollout of our partnership, fans have had the ability to buy premium experiences through the Seat Unique platform with just four clicks on any digital device, 24/7 and 365 days a year.

By digitally transforming the hospitality booking process, we have helped eradicate the need for manual booking methods. Through the Seat Unique platform, fans can safely, securely and seamlessly purchase premium experiences, providing immediate sales, even outside of regular office hours.

By providing a platform for fans to book online at their convenience, 33% of hospitality sales have taken place outside of traditional office hours, opening up the opportunity for new audiences to engage with the WRU's premium experiences.

We have also helped the WRU extend its offering with the launch of an official supporter exchange platform, the WRU Supporter Exchange. This gives fans who are no longer able to attend rugby fixtures at the Stadium the opportunity to exchange their tickets through a legitimate, regulated and official fan portal, with a charitable donation in place for every transaction on the platform.

Rhys Williams, Business Development Manager at the WRU said: “At the WRU, we see Seat Unique as an extension of our team. To have the ability to seamlessly process hospitality orders online has been a real game changer for us. The concept of understanding the customer and Seat Unique's support have really come to the fore during recent on-sales."

Partnership Renewal and Duration

Under the renewed partnership, Seat Unique will remain as the Official Hospitality Sales Platform Provider, powering the WRU and PSE’s online hospitality sales for the next four years.

The partnership, which started in October 2021, has seen a boost in both organisations' online visibility and an increased demand for premium experiences at live events at Principality Stadium.

Throughout this long-term partnership, we will continue to integrate cutting-edge technology into every aspect of the hospitality booking process. Fans will continue to benefit from a superior customer experience that allows them to book premium hospitality at international rugby fixtures, as well as concerts at Principality Stadium.

Robin Sherry, CEO and Founder of Seat Unique said: "I am thrilled to announce the renewal and extension of our partnership with the WRU and PSE. Working alongside the WRU has been a privilege, and we are eager to continue providing fans worldwide with unforgettable live experiences at the iconic Principality Stadium.”

“Our innovative technology has been instrumental in broadening the WRU's audience. By digitalising the booking process to offer exceptional customer experiences and increasing access to premium offerings, we have been able to reach more fans than ever before.”

“We remain dedicated to driving further value for our customers and partners, and this partnership extension is a testament to that commitment. We are excited to see what the future holds for our collaboration with the WRU!"

Fans can book tickets and hospitality packages for Wales Rugby’s Summer Series rugby matches against England and South Africa through the Seat Unique platform, as well as for 2024 Guinness Six Nations fixtures.

Explore Welsh Rugby hospitality

About Seat Unique

Seat Unique is the trusted premium ticketing marketplace enabling clubs, rights-holders, and venues to increase fan access to hospitality experiences at live events. To understand how Seat Unique can help drive new customers for your premium ticket and hospitality offering, please email [email protected] and join the ever-growing community of partners benefiting from Seat Unique’s innovative technology and services.