Written by Bjorn Slootweg
A new global leader is emerging in the premium live experiences market; Seat Unique, P1 Travel and Circuit Hospitality have come together to build one of the most comprehensive and accessible offerings for premium live experiences across Europe – giving fans better access, more choice and a seamless way to experience the world’s most sought-after events.
While each brand continues to operate independently, together they form Europe’s most powerful premium live experiences group – uniting complementary strengths, offering fans a diverse range of world-class inventory and continuing to raise the bar on what’s possible through shared insight, knowledge and leading technology.
For rightsholders, it provides a more powerful, global gateway to market. For fans and B2B clients, it means greater choice, trusted access, and a significantly expanded range of premium events.
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Robin Sherry, CEO of Seat Unique added: “Premium experiences are no longer niche – they’re becoming the standard for how fans engage with live events. Bringing together Seat Unique, P1 Travel and Circuit Hospitality allows us to move faster, go further, and offer something truly unmatched in Europe – better access for fans and more control for rightsholders.”
Combined, the group operates at a scale that sets it apart in the European market – bringing together more than £150 million in premium inventory, over 500,000 official hospitality packages, and a global audience generating approximately 1.4 million monthly visits.
However, scale alone is not what defines the opportunity.
The timing of this expansion reflects a fundamental shift in both consumer behaviour and the premium live experiences market. Globally, the live events market is valued at approximately $500 billion in 2026 (Business Research Insights, 2026), driven by a continued shift towards experiences over material possessions and the rapid growth of premium offerings as the fastest-expanding segment of live events.
Audiences are increasingly prioritising memorable, shareable experiences, with younger demographics placing higher value on access, exclusivity and convenience over ownership – with 78% of millennials choosing to spend on experiences over material goods (World Economic Forum, 2026). At a market level, premiumisation is becoming a defining trend across sport, music and entertainment. Hospitality and VIP experiences are not only growing faster than standard ticketing, but are also delivering significantly higher yield per fan, making them an increasingly important revenue stream for rightsholders.
Ludo Hermans, Founder of P1 Travel, added: Over the years, we’ve seen how quickly demand for premium live experiences has grown, with fans looking for easier access to the biggest events. By coming together, we’re able to connect international fans with official, trusted access at scale – while giving rightsholders a more powerful route to market.”
Internally, this shift is already reflected in customer behaviour across the group. Cross-category engagement is accelerating, with a 46% increase in customers switching between different types of live events year-on-year, alongside a 72% increase in cross-selling. Customers who attend events across multiple venues spend 67% more than those returning to the same venue, underlining a growing appetite for broader, higher-value live experiences. This demonstrates the strength of the group’s platforms as the number one destination for premium live experiences, with customers returning repeatedly across sports, venues and event types – and reinforces the increasing demand for premium experiences as a core part of how fans engage with live entertainment.
By coming together at this moment, Seat Unique, P1 Travel and Circuit Hospitality are uniquely positioned to meet this shift. Together, they will offer one of the largest pools of premium inventory in Europe to an international customer base, enabling them to serve the entire market more effectively than ever before.
Each business within the group plays a distinct and complementary role:
Seat Unique is the leading premium experiences consumer platform in the UK, making it easy for fans to discover, book and enjoy official premium packages, supported by a strong customer base, spanning across rugby, cricket and football as well as live music and other events. Its enterprise technology enables 50+ clubs, venues and promoters to sell premium packages directly to consumers through a trusted and scalable platform. Seat Unique also curates bespoke, flexible fan experiences, including the Seat Unique Club – a fan-favourite offering, successfully delivered 270+ times in 2025 alone across leading venues in the UK.
P1 Travel is a leading provider of official tickets and hospitality packages for major sporting events worldwide, with deep expertise across the European sports market, particularly top-tier football and Formula 1. Through its own established technology P1 Travel delivers a seamless, high-converting booking experience for fans travelling to Europe’s biggest sporting events, alongside a well-established B2B distribution network connecting rightsholders with international buyers. The business also offers travelling fans premium add-ons, including ticket and hotel packages, creating a more complete and integrated experience.
Circuit Hospitality is a leading UK supplier of official sport and music hospitality working with some of the biggest names in Premier League football including, Manchester United, Manchester City and Arsenal FC. With a highly experienced team and an outstanding reputation for reliability and service, it delivers tailored, high-quality live event experiences, such as the Manchester City Tunnel Club for corporate and private clients alike.
Giles Smith, Sales Director of Circuit Hospitality, said: “Premium hospitality is about more than access – it’s about delivering exceptional experiences end-to-end. As part of this group, we can combine that operational expertise with greater reach and demand, creating a stronger proposition for both clients and rightsholders.”
Together, the capabilities of the group position them to capture a greater share of a rapidly expanding market. For rightsholders, the group provides a more scalable way to manage and monetise premium inventory, combining global demand with strong international distribution and data-led pricing. With bookings from international customers across more than 150 countries, and the group operating across six languages and multiple currencies, partners will be able to reach new audiences, increase visibility and unlock greater value from their premium offerings.
For fans, the group unlocks premium access to the most sought-after live events, facilitated through direct relationships with more than 140 world-renowned clubs, venues and promoters including Wembley Stadium, Manchester United FC, FC Barcelona, Co-op Live and the Abu Dhabi Grand Prix. Through a seamless digital experience across all three brands, including the Seat Unique app, fans can easily discover, book and manage premium experiences, making official access to live events simpler than ever before.
With further expansion planned, the group’s ambition is clear: to establish itself as Europe’s number one destination for premium live experiences.
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