With online hospitality sales soaring by 400% and a brand new premium ticketing category launched, Seat Unique is delighted to announce a partnership extension with Yorkshire Cricket.

Here at Seat Unique, we are proud to announce that our partnership with Yorkshire Cricket has been renewed and extended to 2027. The news comes after just 10 months of working together. In this short time, we have reached major milestones in delivering new audiences and increasing hospitality sales for Yorkshire Cricket through our innovative technology.

Our relationship with Yorkshire Cricket is built on shared commercial objectives and trust. In this post, we discuss the key factors that led us to help Yorkshire Cricket achieve a 400% uplift in online sales and generate £1 million in revenue for The Ashes 2023.


Additional Revenue Generation Driven by Technology

What initially led Yorkshire Cricket to seek help from Seat Unique was a desire to meet the increased demand of traffic on the club’s website. The aim was to increase revenue through online sales and offer a superior online experience for customers.

We deployed a white label platform designed, tested and built for hospitality and premium ticket sales. This enabled us to digitally transform Yorkshire Cricket’s booking process, offering fans greater access to premium experiences - something we are passionate about as a business.

By powering premium ticket and hospitality sales through the Seat Unique platform, fans can purchase premium experiences in four clicks across different digital devices 24/7, 365 days a year.

Simon Pixsley, Head of Hospitality Sales at Yorkshire Cricket said: “We were looking to enhance our online hospitality sales and that’s what Seat Unique’s technology has done by 400%. The tech has been absolutely seamless in terms of the customer journey. It’s revolutionised how we do things for premium seats and hospitality.”

“For The Ashes, we’ve had an 80% uplift in new business which was always a big driving force for the deal in the first place. 42% of that has been out-of-hours customers. 40% of sales are now done on mobile devices.”

Providing fans with greater access to Yorkshire Cricket's premium experiences and introducing a new premium seating category significantly increased hospitality sales, and has helped the club generate a staggering £1 million in revenue for The Ashes.

Business Impact: Digital Transformation and Shift to eCommerce Sales

Bringing Yorkshire Cricket’s premium ticket and hospitality sales online eliminates the need for manual booking processes. The Seat Unique platform provides fans with a safe, secure and seamless customer experience that allows Yorkshire Cricket to capture sales immediately, whether that’s out of office hours or at weekends.

The shift to e-commerce sales creates operational leverage for Yorkshire Cricket, allowing their commercial and hospitality teams to focus on other areas of importance while saving time and money. This has enabled Seat Unique to become an extension of Yorkshire Cricket’s commercial and hospitality department, giving vital sales support.

We have also helped Yorkshire Cricket extend its hospitality offering with the launch of a new premium ticketing category. Giving fans the option to access premium seat-only tickets enables us to open up premium experiences to a brand new audience for Yorkshire Cricket.

Simon commented: “Premium tickets have been an amazing success. It’s the first time we’ve ever done them at the ground and we’ve always wanted to bridge the gap between tickets and hospitality.”

“The sales have been phenomenal. We’re around £400,000 for the year in terms of premium seats which is the first time we’ve ever done it. It’s been a massive success.”

Partnership Renewal and Duration

Under the renewed partnership, Seat Unique will remain as the Exclusive Hospitality Partner powering Yorkshire Cricket’s online hospitality and premium ticket sales for the next four years.

The partnership, which started in April 2022, has seen a boost in both organisations' online visibility and an increased demand for premium experiences at live events at Headingley 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 an enhanced customer experience that allows them to book premium seats at international and domestic fixtures.

Robin Sherry, CEO and Founder of Seat Unique said: "I am absolutely thrilled to announce the renewal and extension of our partnership with Yorkshire Cricket. Together, we have achieved unprecedented success, with a staggering 400% increase in online hospitality sales and a record-breaking £1 million in revenue for The Ashes sales.”

“Our innovative technology has played a key role in this achievement, enabling us to create a streamlined booking process that offers fans an exceptional experience and greater access to premium experiences. We are committed to driving even more value for our partners and customers, and this partnership extension is a testament to that commitment. We cannot wait to see what the future holds for our collaboration with Yorkshire Cricket!"

Explore England Cricket hospitality at Headingley

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.